LAUSR

Despite the growing global adoption of sustainable food consumption, the role of self‐concept (including self‐esteem, self‐image, and ideal self) and mindset (beliefs about personal growth and adaptability) in shaping these choices remains underexplored. This study addresses this gap through an online survey of consumers of sustainable foods. Our findings reveal that self‐concept, specifically self‐esteem, environmental self‐image, and environment‐oriented ideal self, significantly influence sustainable food choices. Additionally, individuals with a growth mindset, who believe in adaptability and personal development, are more likely to engage in eco‐friendly consumption. In contrast, this relationship is not evident among those with a fixed mindset. By integrating self‐concept and mindset, this study provides a more nuanced perspective on sustainable consumption behavior. The paper concludes with actionable strategies to foster consumer engagement and promote the adoption of sustainable foods.