Abstract: The objective of this research is to determine what factors affect the food safety awareness of consumers in Samsun Province, an urban area in Turkey. In this study, food safety awareness levels were divided into three types: low, medium and high. Survey data from 384 consumers was analyzed with the Ordered Probit Model. The results indicate that socioeconomic variables (gender, education level and household income) and behavioral variables (consumption of organic food versus genetically modified food) have a considerable effect on consumers’ awareness of food safety. The results indicate that the probability of having a high level of awareness increases by about 26% with a 1 year increase in the length of consumers’ education. Moreover, it was found that women were more cognizant of food safety issues than men. Consequently, for firms developing marketing strategies and for public institutions increasing awareness-raising efforts, targeting male consumers who typically have lower conscious levels is critically important.