Results from a sensory test of edamame, which is soybean (Glycine max (L.) Merr.) harvested near the end of the pod filling stage, followed by a non‐hypothetical auction, and finally a questionnaire were used to determine WTP for GM labeled edamame in comparison to unlabeled and non‐GM labeled edamame. The results showed a significant price premium for non‐GM edamame even though overall sensory impression did not differ between GM and non‐GM edamame. Interestingly unlabeled and GM labeled edamame bids were similar suggesting that consumers wanted to be informed. Preconceived consumer notions appeared to play a role as did knowledge, opinion, income, and consumption frequency in subsamples of respondents. Labeling edamame is in the interest of producers as all edamame produced in the U.S. is non‐GM.