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The market system and a materialistic lifestyle have contributed to some of the environmental and social problems that currently affect the world. However, only a few consumers are willing to express ecological oriented consumption. This study aims to analyse how organic food consumers build a green identity, as well as the new expressions that arise from this identity construction.

A hermeneutical approach was adopted to address the narratives of 31 frequent consumers of organic products motivated by environmental issues. The narratives were collected through the interview method, which was further complemented by participant observation.

The following five phases of identity formation were identified: consciousness, gathering, negotiation, stabilisation and sharing. By looking at the different identity stages, it becomes visible how organic consumption and pro-environmental behaviours act as transformative practices, promoting ecological activism and fortifying a green identity.

This study extends the “processual theory of identity” by analysing how organic products help shape consumer practices and their lifestyle. Moreover, a contribution is provided on how we can build an ecological citizenship by reducing consumption and also by adopting alternative practices of consumption.