The young generation understands ‘sustainable consumption’ on the basis of green consumer guides. This includes using bamboo straws, taking water-filled bottles or cups to restaurants, buying items or participating in activities with emotional slogans to save the planet or wildlife. These young consumers often ignore the environmental or socio-cultural aspects of the urban lifestyle and services they demand and desire because they believe they belong to the environmentally conscious community or civil society. They often blindly join the sustainable bandwagon via social media without necessarily understanding the environmental and urbanisation connections to sustainable development and consumption. Their urban lifestyles include regularly spending time in air-conditioned spaces connected to the digital world. Younger consumers have a preference for imported trendy items and consumption spaces such as cafés with a large environmental and carbon footprint. The aim of this study is to get some insights on the thoughts behind their consumption behaviour to determine the depth or superficiality of their understanding and commitment to sustainability and sustainable consumption. This study uses interviews and thematic analyses to address the research aim involving 55 first-year university students. It examines whether they practise what they preach, what intermediaries shape their consumption behaviour, and whether they recognise the links between their consumption and sustainable urban development.