Abstract: To explore the role of values in public’s attitude towards GM foods, based on sampling survey data, this paper demonstrates egoistic, altruistic, and biospheric values have different influence on perceived risks, perceived benefits, and attitude formation, taking example of GM rice. Moreover, we proved rationality of value-perception-attitude model and necessity of intermediary variable——perception using Structural Equation Model. Results indicate that people with strong egoistic values tend to perceive more benefits of GM rice and then have a more positive attitude towards it, while people who strongly endorse altruistic or biospheric values often perceive high risks of GM rice and are likely to have a cautious attitude. Upon this conclusion, the public’s attitude can be adjusted or changed by activating or strengthening their specific values under different circumstances.