The increasing growth of the world\\\'s population and the increase in the demand for food in recent decades have led to inevitable transition from traditional to advanced agriculture and the use of new technologies in the production of agricultural products. One of the new achievements of biotechnology is the production and use of genetically modified (GM) plants. Consumer attitudes toward genetically modified technology and foods vary around the world, which may have a significant impact on new investments in genetic modification technologies and government policy formulation. In this research, the effect of marketing tools and other effective factors on consumers\\\' attitudes towards GM food products (edible oil) is investigated. In this regard, the required information was collected by completing 390 questionnaires using the available sampling method in 13 municipal districts of Mashhad, Iran in 2022. The relationship between the considered factors and consumers\\\' attitude towards GM food products was analyzed through the structural equation model using Smart PLS software. The results showed that the lower price and more discounts of GM edible oil, have a significant effect on the consumers\\\' attitude towards these products. Perceived risks such as the carcinogenicity of GM products have a negative effect on people\\\'s attitudes towards these products. Also, consumers\\\' trust in the government, relevant researchers and the label of GM food products has a positive and significant effect on their attitude towards GM edible oil. Therefore, it is suggested that informative programs and advertisements for consumer awareness, organizing workshops and conferences related to GM products and introducing new GM products and comparing the advantages and disadvantages of these products become one of the main objectives of policymakers in this regard.

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