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

Michael Vassalos and Kar Ho Lim ()

No 170199, 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota from Agricultural and Applied Economics Association

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.

Keywords: Agribusiness; Marketing; Research and Development/Tech Change/Emerging Technologies (search for similar items in EconPapers)
Pages: 20
Date: 2014-05-28
New Economics Papers: this item is included in nep-agr, nep-dcm and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea14:170199

DOI: 10.22004/ag.econ.170199

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