Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)Considering the great impact of genetic modification in food production, it is important for food companies, policy makers and regulators to understand how consumers make sense of this technology, especially in developing countries, which are intensive producers. This study aimed to explore public opinions, beliefs, attitudes and behavior towards genetically modified food (GMF). Forty-eight consumers were interviewed and data analysis was performed through the Collective Subjective Discourse, a method based on the Social Representations Theory. Results showed that GMF are seen as unnatural and artificial. Positive attitudes and willingness to purchase are associated to personal and social benefits, while risk and fear of side effects underlie negative attitude. Genetically modified (GM) plants and microorganisms are seen more favorably then GM animals (clearly rejected). This work contributes to deepen the debate about GMF through the structural approach of social representation. The findings might be useful to ditect more efficient communication strategies. (C) 2016 Elsevier Ltd. All rights reserved.84 120127University of Campinas (Faepex) [513/2013]Sao Paulo Research Fund (Fapesp) [2013/01866-1]National Research Council (CNPq) [130702/2013-7]Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)