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We explore sociological concepts of lifestyle practices as they relate to sustainable consumption. Specifically, we investigate how and why consumers may transition toward adopting and using new pro-environmental technologies (PETs), namely electric vehicles, solar panels, and a green electricity program. We build a conceptual framework from lifestyle theory, where lifestyle is defined as a grouping of related practices that can reflect and inform the consumer's self-concept (or identity). We apply this framework using a novel quantitative survey method, implemented with a representative sample of 711 San Diego households. Through factor analysis, we identify engagement in pro-environmental practices as independent of engagement in other lifestyle types. We then group respondents into five clusters based on lifestyle engagement, attitudes and openness to lifestyle change (liminality). The three clusters with …