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This study aims to explore the roles of consumers' risk and benefit perception and food information processes in predicting their acceptance of genetically modified food. We integrate the protective action decision and heuristic systematic models to develop a conceptual model to predict customers' purchase intention. We conducted a survey questionnaire with measures adapted from existing Likert scales. We used a sample of 573 respondents from Shandong Province, China, comprising people who had ever purchased genetically modified products.