Genetic modification (GM) technology in food is a new variety of food choices for Malaysian consumers. Majority of the consumers have no or limited knowledge on GM technology and food. However, some of the products in foreign countries are GM food, hence, it is important to understand consumers‟ perception to provide policy makers, government agencies, and industry players a clear view on the effect of imported GM food in Malaysia. Semi structure interview was adopted in this study to have an in-depth understanding on consumers‟ perception on GM food. Consumers with basic knowledge on GM technology and food were involved in this study. The finding indicated that attitude, relative advantage, compatibility, perceived control behaviors (PCB) and observability in term of information were positively related to adoption intention. Complexity has a negative relation with adoption intention. As majority of consumers have no knowledge on GM food and there are no labeling of GM food in Malaysia market, hence subjective norm, trialability and observability of physical products were not obvious at the time of study. Consumers‟ perception toward a new innovation is important which all relevant sectors able to generate better strategy plan to promote the new products as well as provide protection to the consumers, in this case, the uncertainty of long term health issues and transparency of information.