The goal of this final paper was to investigate and present the preferences for meat purchasing in the Republic of Croatia and consumers' perception of its quality in stores. The data for this research was collected through an online survey questionnaire. 112 respondents from various age groups (18+ years) and both genders participated in the research. The survey questionnaire was thematically divided into two sections, in addition to demographic data of the respondents, the first part focused on consumer preferences when purchasing meat, while the second part concerned the perception of meat quality. The results of this research are consistent with previous studies on the topic. They revealed that most consumers in the Republic of Croatia buy meat in butcher shops and supermarkets at least once a week. Their store selection is based on the freshness and quality of the meat they sell. The most consumed and purchased meat is chicken. Strict controls by supervisory institutions and the freshness of the meat are considered the most important factors in ensuring meat quality. Consumers rate the quality of meat in stores with a grade of 3 and mostly choose meat based on its freshness and smell, using personal experience as a guide. A large majority of consumers always read the label while purchasing, check the expiration date of the meat, and believe that it is crucial for as much important information as possible to be indicated on the packaging. It is important to consumers that the meat is of domestic origin and production, as they consider it to be of higher quality than that of foreign origin, and they are more likely to purchase it. Most consumers are familiar with different methods of farming and production, such as sustainable ones, and consider them important.