The aim of this research was to contribute to the current literature in the field of sustainable consumer behaviour by investigating the role of environmental self-identity, attitudes towards sustainable behaviour, perceived behavioural control, general and specific personal norms in predicting the choice of sustainable versions of products. The survey was conducted online and a total of N=238 participants took part. The age range of the participants was between 16 and 88 years, and the questionnaire was filled out by 187 women (78.6%) and 51 men (21.4%). The frequency of choosing sustainable versions of products was checked along with assessments of environmental self-identity, specific and general personal norms, attitudes towards sustainable products and perceived behavioural control. The sociodemographic characteristics of participants were also collected. Our results show that environmental self-identity significantly predicts product choice preference, but loses significance when other predictors are included in the analysis. In addition, specific personal norms, attitudes towards sustainable products and perceived behavioural control were found to mediate the relationship between environmental self-identity and product selection preference