The relationship between sustainability and food requires reflection since the chain of production, distribution and consumption of food involves human labor and the use of natural resources. This study aims to explore the consumers' perception about sustainability and its relationship with food through the qualitative research, also looking for possible associations with sociodemographic characteristics. The consumers (n = 150) were asked to write down all words that cames to mind when thinking of "sustainability and food" (word association), and to list the characteristics of sustainable and unsustainable food (free listing). With the terms obtained, the thematic analysis content was performed by groupings of responses by similarities. For the questions of word association, correspondence analysis (CA) was performed from the categories, relating to the subjects' profile. For the free listing, Cognitive saliency index by calculated of the observed categories. With respect to sustainability, the main observed categories were related to preservation and the environment. CA represented 76.7% for the datas variance and was found that individuals with higher education made associations with categories related to the more modern concept of sustainability, whereas the consumer with basic education are associated with the food and nourishment. Relating to sustainability and food the most relevant categories were food of plant origin, health and organic production. Was verified that the young adult men had association with the category sustainable production, on the other hand, middle-aged women associated categories related to healthiness. The most salient characteristics of the sustainable food: healthy, safe food and preservation of the environment; for unsustainable food: degrades the environment, unhealthy and agrochemicals. The findings of this study contribute to the understanding of the relationship between sustainability and feeding by Brazilian consumers and for the formulation educational strategies of different social groups, besides directing future studies in the area.