The inclusive cross section times branching ratio for J/ψ→e + e − has been measured in the forward region in the UA6 experiment for p p and pp collisions at √ s = 24.3 GeV. The ratio of the pp to p p cross sections is found to be 0.76 ± 0.14 ± 0.06. This demonstrates that gluon-gluon fusion dominates over quark-antiquark annihilation in the formation of the c c state.