The adoption of climate-friendly food choices has been recognized as a high-impact personal action, which offers a vast opportunity to combat climate change more effectively. Thus, this study aims to analyse consumer food behaviour across three countries (Italy, Bosnia and Herzegovina, and Serbia) that vary in their levels of development, pro-environmental policies sophistication, corruption, and sociocultural contexts. Based on a comprehensive theoretical framework developed from previous literature a cross-country cluster analysis was implemented with a non-probability sampling procedure, forming a convenience sample (N: BA= 215, RS=141, ITA=296). Cluster analysis identified three cross-country segments that highlight similarities in the willingness to adopt climate-friendly food choices: A. Ready for climate-friendly food patterns, B. Responsible & Climate-Conscious, and C. Traditional, ready for “small changes” in lifestyle. Despite their pro-environmental attitudes, respondents view climate-friendly behaviour as involving small changes in daily routines, such as reducing food waste and purchasing local, seasonal, and unprocessed foods. The research findings indicate that, regardless of the level of economic development and social context, similar market trends exist, along with consumers who are eager to embrace lifestyle changes, particularly concerning climate-friendly food choices and behaviours. Consequently, the food sector must intensify its efforts to foster innovation to provide appealing, affordable, and accessible climate-friendly food options, while public policy must steer tailor-made interventions emphasizing social dialog and coalitions driving policy outreach and success to enhance feelings of personal responsibility to answer - “How to act – Whom to be?”.