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

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.