Inclusion of long chain branching (LCB) in polymers is a challenging and important task in any free radical polymerization as LCB influences polymer product quality. In the present case, batch optimization study for the bulk polymerization of vinyl acetate has been considered to find optimal process conditions for imparting LCB in polymer architecture. A theoretical study has been conducted with a validated model to observe the effect of live radical concentration on LCB as this is an important factor for branching in polymer via chain transfer to polymer route. In order to obtain better polymer product in less time at various temperatures, a need was observed to perform a multi-objective optimization study as the selected objectives were conflicting in nature. Owing to the complex nature of moment-based species balance equations and molecular weight distribution function, elitist non-dominated sorting genetic algorithm II (NSGA II), a well-established multi-objective evolutionary algorithm, has been employed as an evolutionary computation method to find out the Pareto optimal solutions. Minimization of polymerization time, maximization of molecular weight and maximization of number average degree of branching (Bn) can be simultaneously achieved, while the solutions were obtained within the experimental range of polydispersity index and weight average molecular weight (Mw) given in the open literature. Results show a wide range of process choices satisfying process objectives and constraints, both in low as well as high temperature regions. © 2014 Copyright Taylor & Francis Group, LLC.