Purpose – This study aims to identify the awareness of Slovenian consumers and their attitudes towards labels, as well as the reasons why consumers do not buy labeled food. Design/Methodology/Approach – A qualitative approach involving six focus groups (N = 60) and shopping with consumers (N = 16) was conducted in the winter of 2020/2021. Thematic analysis was used to analyze the data. Findings and implications – The results show that the awareness of quality labels is weak mainly due to their considerable number and poor designed, but also on account of ineffective communication campaigns. With respect to the awareness of and attitude to the quality scheme, the participants were divided into four groups: “The Aware”, “The Sceptics”, “Potential Buyers”, and “The Disinterested”. The reasons for not buying quality labeled foods despite being aware of the labels included overpriced products, no availability of labeled foods generally and those with a good taste and special nutritional value specifically, familiarity/experience with the product, and mistrust of the labeling and social system. The study stresses the important role of social perception and trust in the social system for the acceptance and purchase of such food. Limitations – The main limitation of the study is its focus on digitally literate consumers only. Originality – The relevant literature is enhanced by considering the shopping with consumers exercise given that no published study to date, according to the authors’ knowledge, is based on the observation of quality labels at the time of purchase.