Consumers have been concerned about the introduction of genetically modified (GM) foods into Taiwan. This study examines the public’s attitude toward GM foods in Taiwan using data obtained in a nationwide telephone interview in January 2004. Logit regression was used to measure the relative importance of consumers’ socio-demographic characteristics, personal beliefs, and awareness of genetically modified foods which may impact their purchasing behavior, as well as consumers’ willingness to pay a premium for non-GM foods. Results show that the perceived risk of GM foods and technology, previous knowledge about genetic engineering, and higher education levels were significant determinants of consumers’ willingness to purchase non-GM foods versus GM foods. Moreover, on average, Taiwanese consumers were willing to spend 19% more to avoid purchasing GM foods.
