Abstract
<jats:p>Promoting sustainable consumption among youth is increasingly important due to global environmental challenges. While the educational system and media significantly shape young people's environmental awareness, gaps in understanding their influence mechanisms remain, highlighting the need for further research. This study aims to identify the key factors influencing young people's understanding of sustainable consumption. Data were collected via semi-structured group interviews with 28 middle school students and analyzed using theory-driven content analysis. The results show that social media is perceived as a major driver of environmental awareness, whereas traditional media has minimal impact. Schools are considered crucial information sources, though their teaching methods were criticized. The home environment's influence was found to be profound and long-lasting, while peer influence was more fleeting and context-specific. Students desired more dialogue and practical projects in education. The study also found that a close connection to nature strengthened young people's environmentally friendly attitudes and promoted sustainable consumption. The study underscores the need for enhanced consumer education and emphasizes the role of social media and schools in fostering sustainable practices. This research contributes to the existing literature by offering new insights into the mechanisms of home and peer influence on youth sustainable consumption.</jats:p>