Contemporary dietary patterns are related to all kinds of sustainability issues. Think of the environmental impact or animal welfare issues. Reduced consumption of animal-based products (especially meat and dairy) and an increase in plant-based products would make our food consumption more sustainable. In this thesis, a series of segmentation studies have been conducted to categorize consumers into groups. We consider how consumers think of their sustainable food and how they behave. In addition, we investigate how these groups can best be approached to increase their intentions to consume sustainably. Several key lessons have been learned: 1) it is important to distinguish between several types of sustainable food behaviors, 2) the link between sustainable food and healthiness seems promising, and 3) product-category differences should be considered. This thesis provides a better understanding of sustainable food consumption and therefore contributes to a shift towards more sustainable food patterns.