Abstract
Our research examined how subculture, micro-culture and acculturation influence sustainable food consumption of expatriates. More than fifty expatriates, retailers and sustainable labeling organizations participated in the research interviews. The research explored the depth of consumption cultural phenomenon. Expatriates had varying knowledge of sustainable food labels and its concepts in their consumption experience. Their sustainable food consumption habit, fueled by the global consumer culture, related to the triple dimensions. Integration into a new consumption was evident in the findings of economic considerations. This research provided some strategic and useful insights in responding to the needs of global consumers or expatriates.
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