Transitioning to a more sustainable food system also requires changes in consumer food choices. In this chapter, we use the COM-B model to analyse whether consumers are motivated and able to change their behaviour towards more sustainable choices, and what it takes in consumers’ choice environments to encourage such choices. While consumers are motivated to make sustainable choices, this motive competes with other food choice motives. Also, detecting the more sustainable alternative is difficult, given the limited understanding of consumers about sustainable meat production. Promoting more sustainable choices requires that new and more sustainable products come on the market and that consumers are enabled to detect them with credible information. Other changes in the food choice environment can complement this.