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The author collected data through pre-screening phone calls, photo diaries and in-depth semi-structured interviews by using theoretical sampling with nine sustainable food consumers; analyzed data through constant comparison and memoing; and validated findings via methodological jotting, data triangulation and peer-debriefing throughout the process.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The findings identify three stages of information snowballing: (a) learning by lifelong exposure and serendipitous information encountering; (b) constructing information landscapes; and (c) snowballing or gradually accumulating information.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>This concept advocates for spreading sustainability-related information and awareness outside the context of formal education.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study originates the concept of \u201cinformation snowballing,\u201d which evolves from the idea of snowball sampling, a common strategy for participant recruitment. Both of these terms lean on the idea that a snowball rolling downhill picks up more and more momentum and more and more snow as it travels; recruitment and information gathering show the same process of accretion through building momentum. Information snowballing highlights the individual\u2019s agency in seeking relevant information sources, expressing one\u2019s interests, constructing information landscapes\u2014all activities that precede the serendipitous encountering and snowballing of information based on a particular interest. 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