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Are Food Exchange Websites the Next Big Thing in Food Marketing? A Latent Class Analysis

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  • Vassalos, Michael
  • Lim, Kar Ho

Abstract

A Latent Class model is utilized to examine vegetable and livestock producers’ preferences for a number of different features offered by food exchange websites. The results indicate that growers are willing to pay on average $55.69 per month if an online marketplace is offered. Additionally, the WTP for advertising on FacebookSocial media is on average $20.43 per month. Lastly, the producers are willing to pay $31.37 per month more for the service if it is provided by a private for profit company.

Suggested Citation

  • Vassalos, Michael & Lim, Kar Ho, 2014. "Are Food Exchange Websites the Next Big Thing in Food Marketing? A Latent Class Analysis," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170199, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea14:170199
    DOI: 10.22004/ag.econ.170199
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    References listed on IDEAS

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    Keywords

    Agribusiness; Marketing; Research and Development/Tech Change/Emerging Technologies;
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