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Notwithstanding ongoing efforts through supplementation and fortification programs, the burden of vitamin A deficiency remains high among poor and rural populations. To address this, a pro-vitamin A-enriched genetically modified (GM) rice variety, known as Golden Rice (GR), has been developed as a complementary, cost-effective micronutrient strategy. Despite its potential, the success of its future implementation will heavily rely on the acceptance and purchase intention of target populations. Therefore, this study investigated the determinants of GR purchase intention from a survey of 540 consumers from rural Bangladesh. On average, consumers exhibited a strong intention to purchase GR. Hierarchical regression analysis demonstrated that sociodemographic factors (age), cognitive and behavioral factors (prior knowledge, perceived benefits about GR, attitudes toward GM crops, and dietary choices), and …