This paper discusses an important issue of the avian influenza threat in Taiwan. Survey data were collected in Taipei during late March and early April. Utilizing the factor analysis, cluster analysis and regression analysis, we find that the consumers in Taiwan are well informed about the health risks linked to avian influenza and Television was the most common source to receive the information of avian influenza. However, socio-demographic characteristics such as gender, education and occupation were found to be insignificant factors to influence consumer awareness of the avian influenza in Taiwan.