Sustainable food consumption. Product choice or curtailment?

•Sustainable food product choices and curtailment are empirically distinguished.•Consumer segments differ in frequency and type of sustainable food behaviors.•Personal norms, knowledge, involvement and motives predict sustainable food choice.•Gender, knowledge and sustainability motives predict curtailment. Food consumption is an important factor in shaping the sustainability of our food supply. The present paper empirically explores different types of sustainable food behaviors. A distinction between sustainable product choices and curtailment behavior has been investigated empirically and predictors of the two types of behavior have been identified. Respondents were classified into four segments based on their sustainable food behaviors: unsustainers, curtailers, product-oriented consumers, and sustainers. Significant differences between the segments were found with regard to food choice motives, personal and social norms, food involvement, subjective knowledge on sustainable food, ability to judge how sustainably a product has been produced and socio-demographics. It is concluded that distinguishing between behavioral strategies toward sustainable food consumption is important as consumer segments can be identified that differ both in their level of sustainable food consumption and in the type of behavior they employ.