Sustainable behavior of individuals is shaped by environmental influences and external factors. Sustainable consumption involves making thoughtful decisions that consider the long-term impact on the environment and society, such as choosing environmentally friendly products and reducing unnecessary consumption. Influencing factors for such behavior can be divided into internal (cognitive aspects, attitudes, psychosocial factors) and external (institutional, economic, social, cultural) dimensions. In the second half of the twentieth century, awareness of environmental issues significantly increased, and society rapidly changed under the influence of technological advances and globalization. These changes have led to increasing global inequality and social polarization, requiring the integration of ecological, social, and economic aspects into human and natural systems. Knowledge about shaping attitudes toward sustainable behavior should be used to encourage positive changes in society, strengthen pro-environmental and pro-social initiatives, and create a culture that supports sustainable development and responsible consumption. The paper includes an analysis of the impact of social networks, formal education, parental influence, personal values, and socioeconomic status on attitudes toward sustainability. Using statistical methods such as the Mann-Whitney U test, Kruskal-Wallis test, and Spearman's correlation coefficient, the research shows that parental influence and personal factors are significant in shaping positive attitudes toward sustainability, while the impact of social networks, education level, and socioeconomic status is not always consistently significant. These results point to the need for further research that could cover a wider range of factors and deeper qualitative analyses. The paper also suggests that comprehensive strategies need to be developed that include education, family, and the promotion of personal values to support a more sustainable lifestyle and drive changes toward a more ecologically and socially responsible society.