I eat, therefore I am? Revealing differences and incongruences in dietary identities among omnivores and flexitarians in Europe.

Sustainable diets have been forwarded as initiatives to mitigate the impact of current food consumption towards health and the environment. For instance, adopting a flexitarian diet and reducing the consumption of animal-sourced food (ASF) are said to help limit the rate of food system greenhouse gas emissions. However, much remains to be explored on how individuals associate themselves with alternative diets.