<em>As global environmental concerns grow, it becomes crucial to understand the role of social factors in shaping the consumption behavior of individuals, particularly among the younger generation. Brawijaya University, as the research setting, represents an academic environment where students can be influenced by various social factors. This research recognizes that students are not only consumers but also potential agents of change in promoting sustainability. Therefore, this research aims to analyze the consumption behavior of socially conscious millennial generation on sustainable consumption. The findings of this research are expected to serve as a reference for efforts to enhance sustainable consumption. This study was conducted at the Faculty of Agriculture, Universitas Brawijaya from May to July 2023. It employed a quantitative approach with 223 respondents. Data in this research were analyzed using SEM-PLS analysis with WarpPLS version 7.0. The findings of this study indicate that social factors have a significantly positive influence on sustainable consumption behavior of students at the Faculty of Agriculture, Universitas Brawijaya, with a 10% error level. Variables that have a highly significant positive influence on sustainable consumption behavior are information and education, as well as market conditions. Meanwhile, variables that have a weakly significant positive influence on sustainable consumption behavior are environmental influence, social pressure, and government actions.</em>