Based on survey data collected on a sample of 500 Italian consumers, this paper evaluates the consumer's attitude towards foods obtained from the application of biotechnologies and foods labeled as "GM free". Results from the application of probit models shows that the probability to purchase GM products is lower for individuals more adverse to risk, older, with higher education and less confident in institutional guarantees. Willingness to Pay for GM free products is positively related to information, risk aversion, age, trust in institutional environment, negatively to the degree of agreement with the application of biotechnologies.