In France, the prevailing discourse on the concept of “sustainable” food is met with a range of reactions that vary across society, from enthusiastic endorsement to outright rejection. In order to analyze the perceptions of these discourses and the way they are experienced in everyday life, this article focuses on the emotions related to so-called “sustainable” and “industrial” food. To investigate these emotions, an ethnographic study was conducted using semi-structured interviews (52), participant observation of meals at home (14), and observation of meals filmed in an experimental kitchen (13). Firstly, the emotional responses indicate that normative discourses on “sustainable food” can arouse resistance and be perceived as intrusive and moralizing if they fail to adequately consider the social and cultural diversity. Secondly, the emotions evoked illustrate disparate prospective scenarios, different desired future worlds, characterized by divergent conceptions of nature, technology and time.