Over the past decade, there has been a growing concern for the natural environment. In turn, that has led to a change in consumer behaviour and their willingness to consume sustainable food products. Although, what drives consumers to sustainable food products today, remains.

The purpose of this study is to explore changes in sustainable food consumption, and the drivers behind these changes from a consumer perspective. To do so, drivers behind sustainable consumption was first identified from previous research, then later transferred into a conceptual model. A qualitative research method has been used through an interpretivistic approach to collects data. Data was collected through semi-structured interviews, to find what drivers consumers to consume sustainable food products.

The results of this study showed that there has been a change among sustainable food consumers, compared to previous findings. The drivers that affect sustainable food consumption are defined within three different categories: positive-, negative- and depending drivers of sustainable food consumption. Furthermore, this study has contributed with new perspectives of what drives consumers towards sustainable food consumption.

With a better understanding of what drives consumers towards sustainable food consumption this study can provide valuable information to companies involved in retail- or production of sustainable food products.