Food quality is considered to be one of the most important determinants of food choice. Given the variety of food products and the overflow of information in the market, certification labels are intended to encourage consumers to select healthier and more sustainable product options. This study focuses on how urban consumers from Poland and Belgium perceive food quality and whether certification labels shape their views on it. Research material was collected using quantitative (Paper and Pencil Interviews (PAPI)) and qualitative (focus groups (FGs)) methods. The survey was conducted among people visiting sustainable food fairs, on a sample of 701 adults in the cities of Warsaw, Brussels and Ghent. This study confirms that consumers are interested in food quality when choosing food, but their perception varies depending on the place of residence and other socio-demographic characteristics (age, income, education, household structure). Certificates were important for consumers if their message clearly signals exceptional quality and is consistent with awareness of sustainability challenges. Consumers from Belgium (a country with a long-established market economy) reveal deeper knowledge and a more favourable approach to certification labels than Poles. The role of labelling in shaping consumers’ perceptions of food quality depends on their awareness, experience and understanding of sustainability issues. This, in turn, is determined by the cultural environment of consumers, which in the case of our study was the country of residence.