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Students’ Willingness to Pay for More Local, Organic, Non-GMO and General Food Options

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  • Bruno, Christopher C.
  • Campbell, Benjamin L.

Abstract

As universities look to source “sustainable” products, it is critical to understand student demand and the economic feasibility of adding new sustainable products. Using an online survey in conjunction with a Tobit model we find that half of students in our sample are willing to pay more for increased local and organic food options with only a third willing to pay more for increased non-GMO options. The economic feasibility of adding new local, organic, and non-GMO options is questionable as charging students for their willingness to pay results in only a 1–2% gain in revenue which may not cover the cost of more options in on-campus dining halls.

Suggested Citation

  • Bruno, Christopher C. & Campbell, Benjamin L., 2016. "Students’ Willingness to Pay for More Local, Organic, Non-GMO and General Food Options," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(3), pages 1-17, November.
    • Handle: RePEc:ags:jlofdr:249998
    DOI: 10.22004/ag.econ.249998
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    References listed on IDEAS

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    Cited by:

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    2. Gumirakiza, Jean Dominique & VanZee, Sarah, 2018. "The Most Important Food Labels among Online Shoppers when Shopping for Fresh Produce," 2018 Annual Meeting, February 2-6, 2018, Jacksonville, Florida 266683, Southern Agricultural Economics Association.
    3. Demartini, Eugenio & Ricci, Elena Claire & Mattavelli, Simone & Stranieri, Stefanella & Gaviglio, Anna & Banterle, Alessandro & Richetin, Juliette & Perugini, Marco, 2018. "Exploring Consumer Biased Evaluations: Halos Effects of Local Food and of Related Attributes," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 9(4), August.
    4. Swinton, Scott M., 2021. "Learning about Consumer Demand from Student Surveys," Applied Economics Teaching Resources (AETR), Agricultural and Applied Economics Association, vol. 3(3), September.
    5. Guanghua Han & Xujin Pu & Bo Fan, 2017. "Sustainable Governance of Organic Food Production When Market Forecast Is Imprecise," Sustainability, MDPI, vol. 9(6), pages 1-20, June.
    6. Amanda Green & David Martin & Gracie Ghartey-Tagoe, 2020. "Is the College Farm Sustainable? A Case Study from Davidson College," Working Papers 20-06, Davidson College, Department of Economics.

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