This study uses an ecological mindset scale to assess attitudes towards living in the environment, environmental consciousness (hereafter referred to as EC), and environmental consciousness in the behavior of female university students. The relation between the results of the evaluation and EC as represented in the clothing worn by them was analyzed. The results showed that their EC was lower than that of ordinary citizens. In particular, they thought that collecting certain items suc h as wrapping paper for recycling was troublesome. Six factors (self-efficacy; EC; environmentally conscious behavior [hereafter referred to as ECB]; perception of coping efficacy and of environmental risk; perceived behavior control and cost-benefit evaluation; attribution of responsibility) were extracted from the factor analysis used to evaluate their EC. A model was then developed to evaluate ECB and the six factors were used as determinants. In the model, EC and ECB were evaluated from the perspective of self-efficacy. Based on the model, three approaches to encourage ECB were found: (1) to learn and understand information about the environment, (2) to enhance self-efficacy by practicing ECB, and (3) to strengthen the relationship between EC and ECB. In order to improve their EC it is necessary for them to reflect on their own attitudes and behavior in everyday clothing life and promote EC.