Today more than ever, individuals, companies and governments are concerned about the environmental impact of our society, including the impact of our consumption choices. Many of the important decisions that we as consumers make can be affected by motivations related to our environmental identity, which reflects our sense of connection to nature. Environmental identity has been shown to relate to both self-reported and real individual behaviors in the literature. In this research, we study the role of two particular aspects of environmental identity (intensity and salience) on both self-reported and real consumption behaviors. We have conducted four studies (an online survey, two lab experiments and an online experiment). Our findings reveal a stronger influence of environmental identity salience (vs. intensity) on both self-reported and real sustainable consumption, bearing implications for research and practice aiming to promote sustainable consumption. Our research stresses the importance of voluntary (vs. constrained) consumer behaviors in an effort to promote more sustainable lifestyles.