Despite the USDA’s genetically modified (GM) regulatory approval process, many U.S. consumers still want GM foods labeled. Therefore, this research identifies how individuals’ trust in the ability of institutions to ensure the safety of food, their personality, and their demographics affects their desire for GM foods to be labeled. A survey was administered to 566 consumers to elicit their desire for GM labeling of sugar and sugar in soft drinks. Results of a bivariate ordered probit model suggest that less conscientious individuals, males, and individuals who have a greater trust in food manufacturers and the government to ensure the safety of food are less likely to desire GM labeling. Cluster analysis further identified market segments of individuals based on their level of desire for GM labeling. Results are informative to policy makers and GM technology participants. [EconLit Citations: Q18]