We analyzed the determinants of acceptance of genetically modified food (GMF) by using the probit model. In this study, we found that around 41% of the students are willing to buy GMF, and acceptance of GMF is less in female respondents than male respondents. The findings indicate that in India, benefit perception of GMF outweighed the risk perception. We also found that respondents' trust in international organizations for truthful information has a positive and significant influence on acceptance of GMF.

We estimated students' willingness to pay for golden rice by using the double-bounded contingent valuation method. We found that nearly 55% of the students are willing to buy golden rice at the same price as that of conventional rice, and around 85% at a certain discount. The estimated mean willingness to pay is a 4% price premium. Furthermore, we found that global (food security) and personal (health) benefit perceptions have a positive significant influence, and risk perceptions and sociodemographic variables have an insignificant influence on willingness to pay for golden rice. Overall, our findings indicate that India has a potential market for golden rice.

Purpose – The aim of this paper is to understand young consumers' (students') opinions about the mandatory labeling policy for genetically modified foods (GMF), and in-depth analysis of determinants of young consumer support for this policy. Design/methodology/approach – Consumer survey was conducted by using a face to face interview method for a sample of 298 students. The hypotheses of this study are risk benefit perceptions and concerns about the current labeling policy likely to determine students' support for mandatory labeling of GMF. The questionnaire employed for the survey mainly focuses on the questions such as students' perceptions about GMF and opinions about current labeling policy in India. Probit model was used to analyze the determinants of young consumers' support for this policy. Findings – The authors found that 58 per cent of the students support mandatory labeling of GMF and 39 per cent of the students are willing to pay 10-15 per cent more price for foods under this policy. Young consumers who have knowledge about GM technology are more likely to support this policy. Young consumers' dissatisfaction with the current labeling, and demand for information about food production have a positive influence on support for this policy. Those young consumers who use food labels regularly are likely to support this policy and young consumers' trust in university for truthful information about GMF has a positive influence. Whereas, students' risk benefits perception and moral concerns about GMF have an insignificant influence. Research limitations/implications – Limitations of the study are that it focused only on university students and used small sample size. Hence, further studies are recommended for overall consumer representative sample. Practical implications – The findings of this study will be helpful for further research on consumers and mandatory labeling of GMF in India, and also provide some useful information for marketing of GMF in India. Originality/value – To the authors' knowledge this is the first study that analyzes the determinants of young consumers' support for mandatory labeling policy for GMF in India.

This study examines the effects of information on consumers' willingness to pay (WTP) for genetically modified food (GMF). We used Vickrey second price experimental auction method for elicitation of consumer WTP for GM potato chips and GM soya-chocolate bar. The sample used in this study was university students from Delhi, India. Four information formats (positive, negative, no information, and combined information about GM technology) were used for the examination. The results show that, when students received the combine information they were willing to pay around 17%-20% premium for GMF and when received the negative information they demanded around 22% discount for GMF. While the positive- and the no-information formats alone have no considerable effect on consumers' WTP for GMF. Overall, our findings suggest that while doing marketing of GMF in India, the best strategy is to provide combined information about GM technology.