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