ABSTRACT Our current Western food system is unsustainable. While all market players are aware of this issue, there is a general tendency to avoid facing the challenge. Consumption and production patterns are intrinsically related and, in our globalized marketplace, change would require a systemic approach based on the synergies of multiple parties. While changing our unsustainable food system is an arduous and long-term project, it is worth the effort. In our market-driven society, the business world has a leading role. Companies tend to initiate change, when they feel there is need or economic opportunity. Well, here is the rub. Worldwide, a consumer phenomenon has spread that has retained insufficient attention: the consumer attitude-behaviour gap. A global sustainable awareness has reached consumers over the last decades. Consumers pretend to be ready to change, but they do however not translate this favourable attitude into concrete actions (resulting in an attitude-behaviour gap). But consumers are not the only ones to blame. Corporations overlook this call. They fail to meet appropriately the consumers’ demand for sustainable food while, for sure; it would benefit them as well. This study investigates possible paths to close the presumed gap between Belgian consumers’ favourable attitude towards sustainable behaviour and their behavioural intention to purchase sustainable food products. The literature review defines the boundaries of sustainable food consumption and deepens this observed attitude-behaviour gap phenomenon. After examination of the purchase intention’s main predictors, retrieved from empiric studies conducted in the field, we have undertaken a quantitative study among Belgian consumers. Using an online survey, 225 respondents were asked about their attitude and their motivations to purchase sustainable food. Also, we tried to know more about Belgian consumers’ perceptions of the possible barriers impeding their behavioural change, and their appraisal of their own knowledge and influencing ...