Abstract
The chapter presents results of consumer perception towards quality and safety domestic produced food with special emphasis on characteristics of urban consumers in Slovenia. The relationship between food safety and quality is addressed, and is discussed in the context of research on consumer's perception. The method used in the survey was a face-to-face interview. In total, 200 respondents participated in the survey. Consumers express a positive attitude towards quality and safety food. Quality and safety perception is linked to food choice and consumer demand, addressing questions of price perception and the validity of willingness-to-pay measurements. Food quality and safety became a most important consumers' concern. It is concluded that food quality and safety are central issues in today's food economics, though many research questions remain to be addressed.
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