Sustainability has never been so high as it is today. Brazilians are increasingly aware of the environment and, on the other hand, the number of sustainable brands and events has increased too. In Rio de Janeiro there is the example of Junta Local that seeks to generate a sustainable community through food by uniting local producers with the Rio public. Thus, this study aimed to understand the attitude and perception of consumers about Junta Local in Rio de Janeiro through a qualitative research with 15 young people aged 21 to 30 years old. The main findings were that the interviewees who have the sustainability in their daily lives changed their behavior when entering Junta Local, while those who do not understand the sustainability tripod, only saw the environmental issue at the event and did not change their consumption habits. In addition, the sensory marketing present at the event and the direct contact of local producers with consumers were essential for changing behavior and customer loyalty.