Ecological imbalances have manifested as environmental, social, and political concerns worldwide. Simultaneously, technology, a continued rise in urban cities, innovation, and instant gratification place a disconnect between a majority of people and the workings of nature. Much research seeks to understand the demographic and internal factors, and implicit and explicit attitudes, that attribute to environmental knowledge, attitudes, and behaviors of everyday citizens in an effort to make leaps in sustainable development. Former and recent findings illustrate the reality that positive sentiments toward the environmental movement are common, yet behavior and activism is difficult to achieve. For this research project I explore environmental knowledge, attitudes, and everyday behaviors among first year and last year University of Washington students utilizing survey research and a focus group approach. More particularly, I explore the strength and power of normative influences that develops over this traditional four-year span. Seattle, a distinguished hub of sustainable values and actions, reflects environmentally-supportive intentions and behavior among its residents, with a novel capability to inspire visitors and newcomers with its visible and verbal support. These findings will contribute to the growing understanding of environmental awareness and activism, in addition to evaluating and mapping out the power of social influence within environmental contexts.