ABSTRACT The attitude-behavior gap has been largely supported in sustainable tourism, but it still contrasts with findings that show a positive effect of environmental concern on tourists’ sustainable behavior. To investigate some missing links between these prior findings, we build on recent research on automaticity. Using a sample of 535 tourists from Spain, we examine the effect of a series of variables on tourists’ perception of change in internal and external cues, which, according to the Theory of Habit Formation, can cause a break of habit (i.e. automatic behavior). In addition, we investigated the moderating role of environmental concern in the relationship of automaticity with a series of sustainable eating behaviors. The results show that novelty seekers (a personality trait), seeking escapism (a motivational factor), and searching for the self (an identity factor) are positively associated with a perception of change in internal and external cues during vacations (in comparison with the cues perceived at home), which in turn influence lower automaticity in this context. Automaticity leads to sustainable eating behavior during vacations only among tourists who show high environmental concern and, as a result, conduct sustainable eating practices at home. Tourists who rate low in environmental concern do not show sustainable eating behavior during vacations, regardless of the level of automaticity of their actions. The results provide evidence of why environmentally concerned consumers behave unsustainably toward food when they travel, filling identified gaps in the literature.