EatSafe conducted this study to understand the knowledge, attitudes, and practices of consumers and vendors related to personal and environmental hygiene, food purchasing decisions, and the influence of sociocultural norms on food safety behaviors. Data was collected via in-depth interviews and focus group discussions with 96 participants, including 36 vendors and 60 consumers, the latter of whom were separated into buyers and preparers. Study findings can be summarized into four themes: vendor and consumer familiarity with food safety, linkages to gender, linkages to personal and environmental hygiene practices, and linkages to sociocultural norms, such as religion and ethnicity.