The aim of this study was to evaluate consumers’ perception and attitude regarding beef quality and food safety and the characteristics that are taken into account for purchasing, considering socio-economic factors such as income and education level. A survey integrated by 70 questions, grouped into 6 sections, was applied to 347 administrative and academic staff belonging to the University of Chapingo. The sample population was divided into 4 monthly income levels (strata): 1) Low (less than 7,000 pesos), 2) Medium (from 7,000 to 14,000 pesos), 3) High (from 14,000 to 21,000 pesos) and 4) Very high (more than 21,000 pesos). USD exchange ratio: 1USD = 13.50 pesos. Data were processed by discriminatory canonical analysis to identify the main factors that affect beef consumption; after that, association tests between the income level and beef consumption variables were performed using the ANOVA and the statistic Chi-squared of SPSS. The results showed dependence (P < 0.05) between income and education level to: preference for purchasing place (butcheries > supermarkets > street markets) and meat type (poultry > beef > pork) according to the conservation method (chilled > not chilled > frozen); perception and preference for TIF (Federal Inspection Type) seal (42%); preference for the amount of fat (60%, low) and beef color (80%, bright red); knowledge about the use of clenbuterol on finishing cattle (90%) and its negative effect on consumer health (62%); willingness for purchasing beef-free of clenbuterol (100%); knowledge about the concept of food safety (35%); perception of the importance of safe beef and its relation to human health (32%). In conclusion, the awareness about beef safety positively grows with the income and education levels of the consumers, encouraging them to search for safe markets, which ensure beef safety and quality.