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

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.