This study evaluates consumer acceptance of different GM applications in the pork production chain. In general, results indicate that consumers prefer conventional pork over pork for which genetic modification was applied. However, the negative impact of the GM applications is compensated by improvements in quality, increased animal welfare, a lower impact on the environment, less residues and a price discount. Of these benefits, increased animal welfare has the most positive effect on consumer choices. With substantial monetary compensation and presence of various benefits the consumers will attach higher utility to the GM pork than to the conventional pork. The amount of monetary compensation is dependent on the type of GM application.