World Overshoot Day is the day of the year when humanity has expended its renewable resources for the year. That day comes earlier and earlier for each year. The food consumption accounts for 25 percent of the private emissions in Sweden. Making certain changes to one's own lifestyle can have a major impact on the environment and reduce emissions and climate footprints. There is a demand for climate labelled goods and many claims that they have a willingness to buy climate-labelled food. Yet far fewer people make a climate labelled purchase. The purpose of this study is to gain a deeper understanding of climate labelling when buying food. The aim is also to examine the role of groceries stores in influencing the consumer. The results of the study show that buying climate labelled foods does not weigh heaviest because other factors weigh heavier, such as taste, quality and price. When the other criteria are met, climate labelling is more likely to be considered in a purchase decision. Grocery stores are not alone responsible in increasing sales of climate labelled food. Our conclusion is that there is a knowledge gap. In order to influence consumers to make better environmental choices when buying food, all parties should be informed on climate labelled foods and what difference it makes for the climate when comparing equivalent products. The results of the study have contributed to a deeper understanding of how consumers act in a purchasing decision regarding climate labelled foods. Keywords: purchasing process, climate labelling, CSR, market mix, stated preferences, revealed preferences, sustainable consumption, attitude behaviour gap, purchase commitment and third-party certification.