An alternative food network (AFN) is a comprehensive concept that aims to capture new and socially innovative networks of consumers and producers in short supply chains. The objective of this study is to understand the relationship of users to AFNs using subjective well‐being (SWB), which is a relevant concept connected to eating and alternative consumption. This paper explores the engagement and nature of SWB by qualitative data collected through in‐depth interviews of new and experienced members of different AFNs. The results suggest that membership in AFNs is able to increase SWB, while certain characteristics of these networks can also decrease it. Differences according to the level of engagement have been found for the studied AFNs. The results contribute to a better understanding of consumers in alternative consumption networks and also indicate some of the limitations of this business model.