The aim of the present study is to identify the factors associated to purchase of quality-labelled beef. For this purpose a total of 364 surveys were carried out on buyers of beef in three Spanish cities. The sample was divided into three groups of buyers according to the beef purchasing habits with a quality label. A logistic regression analysis was used to estimate the differences between groups. The results show the importance of the production region as a quality aspect. Income level, association of quality-labelled beef with “guarantee and tradition” aspects, purchasing frequency, place of purchase, production systems and lifestyles are all variables that enabled us to establish differences between groups.