Abstract: 【Objective】The objective was to analyze the acceptance and purchase intention of consumers to transgenic vegetables and fruits.【Method】Based on a theoretical model of consumers’attitudes towards transgenic agricultural products, the influence factors and variables were defined. A survey of consumers’willingness to buy transgenic vegetables/fruits was conducted among consumers from the urban families in Guangdong Province. A regression analysis was conducted on the survey data based on Ordered-Logistic Model to determine the acceptance and purchase intention of consumers.【Result】Consumers showed different attitudes towards to two kinds of genetically modified (GM) vegetables and fruits that are resistant to diseases and pests and have extended storage life. Age, unemployment and other occupations, income and information sources (newspapers/magazines) had a significant influence on the former. Factors such as gender, age, education level, civil servant and careers in public institutions, newspapers or magazines providing food information sources and descriptions of food packaging information components had a significant influence on the latter. Guangdong consumers lacked scientific knowledge related to genetic modification. Access to relevant GM food informationwas mainly through television broadcasts, newspapers and magazines. Consumer’attitudes towards GM fruits and vegetables are as follows: accepted (49% on average), neutral (27.8%) and opposed (18%).【Conclusion】GM vegetables and fruits will occupy nearly 50% of the market share and there are nearly 30% of the potential market to be developed. Management should focus on the popularization of relevant scientific knowledge and information release to promote the development of GM biotechnology and the production of GM food.