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Based on 31 existential phenomenological interviews, this study explores the subjective experiences of a group of dedicated organic food consumers residing in Portugal, and how opting for organic consumption affects other sustainability practices and the consumers’ identity. Findings suggest that the regular consumption of organic food, together with environmentalism, operates as a self-transformative catalyst to voluntary simplification, anti-consumption, and political agency. Furthermore, the identities of these consumers can be perceived as a stepping-stone in the transition to sustainability. The research findings enhance the understanding of how responsible consumption and anti-consumption practices reconcile to construct an alternative consumer identity and strengthen the discourse on sustainability.

Alternative consumer practices for a sustainable identity: the perspective of organic food consumption