The present study aims to analyze the perception of threat of Genetically Modified Foods (GMFs), consequent emotions and coping responses of Turkish consumers. A survey methodology that enables analysis of consumer fear in a naturalistic setting is embraced, so that the call of Hastings, Stead and Webb (2004) for a literature also focusing on generalizability of findings to external settings may be applied. The structural model that explains the associations between threat appraisals, consumers' fear of a GMF threat, coping appraisals and responses, and consumers 'further intentions was found to be Ordered Protection Motivation Model, suggested by Tanner Hunt and Eppright (1991). Even though the data validated associations between variables as suggested by Tanner et al. (1991) and fit into their structural model, the strength and directions of the associations varied depending on the context. Managerial implications and avenues for future research are discussed in the final section.