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Our study provides result using mixed logit model from analyzing of choice experiment survey data to examine college students' attitudes toward genetically modified (GM) breakfast product from U.S. and China. Here we expand on previous research by exploring certain socio-demographic, attitudinal and behavioural variables and concerns from college students from China and US and focus on the specific functional GM staple products. This would be useful in developing and characterizing market segments for food products based on consumers’ information. GM food producers and exporters can use this information to design effective marketing strategies. Results showed that college students in these two countries are willing to pay premium for the Non-GM staple breakfast products.


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