The issue of sustainability has evoked widespread interests and concerns both in business and among academicians in recent years. The main aim of this research is to increase understanding of business student’s attitudes toward the social obligation of marketers. Also, the research aims to review and analyze whether, how and to what extent marketing has addressed sustainability. Our focus is limited to marketing, as it is the central discipline of business that can play a significant role in the future of the sustainable business and society. But, marketing has often faced criticism, particularly during the twentieth century, being responsible for the consumer society and pushing hedonistic and unsustainable lifestyles.Therefore, next generation marketers need appropriate education and training to be able to translate the concept of sustainable development into marketing strategies. By designing and implementing sustainable strategies, they could create competitive edge in business, develop innovative business opportunities, and promote behavior change in society at large to enhance consumer well-being while simultaneously protecting the planet for future generations. The specific goal of this study is to investigate how business students perceive the principles of sustainability, and how they translate their social and environmental awareness into sustainable practice.Justification of that business student focus is twofold. First, they are future managers and decision makers, so it seems pertinent to analyze their values, attitudes, and behaviors regarding sustainability. Second, educational institutions such as business schools or universities need a more clear understanding of the demographic and psychological profile of students in order to be able to determine the components of an education for sustainability. Moreover, marketing educators can make use of such student-based studies to develop successful projects, which equip students with values, awareness and skills to both live and work sustainably.To start with, secondary research was performed and presented in the literature review: The first part describes the evolution of marketing and explains further how marketing seeks to embrace sustainability. The second part of the literature review discusses the process of consumption, consumer behavior and behavioral change from the sustainability perspective.As a result, this section underlines the basic information related to the sustainable marketing approach, which is expedient for the analysis of the research questions.The primary research was performed with the help of self-administered questionnaires from a total sample of 100 undergraduate and graduate students in their final years of business education attending a marketing course at a German business school (Nurtingen-Geislingen University [NGU]).Descriptive analysis, correlation analysis and regression analysis revealed a general consciousness of sustainability among students. Marketing was found to have the ability to make business and society more sustainable. Materialistic values had a negative impact on sustainable attitudes and behaviors. However, knowledge about sustainability could influence the attitudes and behaviors positively. Also, the results indicated that perceived self-efficacy could reinforce pro-sustainability behavior (PSB) i.e. it could motivate individuals to behave in a more sustainable manner. Finally, no significant relationships were found between demographic variables and sustainability attitudes or PSBs.In conclusion, the collected data is compared to the data from secondary research and the research questions are discussed. Finally, limitations and some suggestions for future research are presented.