Numerous qualitative studies have examined consumer attitudes towards genetically modified foods. This research adds to those studies by using choice modelling methods to examine the extent to which Western Australian consumers are willing to pay to avoid GM foods, if at all. The questionnaire asked respondents to choose between hypothetical baskets of foods with different attributes before asking them explicit “willingness to pay” questions. The fieldwork on which this paper is based has only recently been completed, and so the results are preliminary. However they appear statistically robust and consistent with previous findings. The presentation will include an outline of the survey and a summary of results.