Modern food production and consumption practices release greenhouse gases and other pollutants, contributing to global warming, as well as causing resource depletion and environmental degradation of local landscapes. As sustainable food consumption is a way individuals deal with environmental problems caused by the industrial food system, it is important to understand the reasons why some consumers choose to eat sustainable foods. My purpose in this thesis is to understand who become sustainable consumers, and why they engage in the practice of sustainable consumption. This has been done through qualitative research in London, and includes an exploration of the consumers backgrounds and upbringing as well as their paths to becoming sustainable consumers. I have also looked into their motivations and needs for buying such foods, and the dilemmas they encounter along the way, as well as social and cultural factors which affect their day-to-day food consumption practices.