Consumer acceptance of genetically modified (GM) products has become a vital factor in determining how prosperous the markets for GM products will be in the future. This phenomenon creates increased interest in understanding consumer attitudes and purchase intentions with regard to GM foods. Thus, this paper presents results based on a contingent valuation questionnaire designed to assess consumer knowledge, awareness and willingness to purchase GM-tomatoes in Huntsville metropolitan area, Alabama. The results suggest that attitudes and purchase decisions concerning GM foods are generally negative, highly complex and are based on several factors.