Today we can hear terms like sustainability in different connotations. It is a trend that manifests itself in all areas, not excluding social behavior. It is a topical issue that became interest of many scientists from different regions of the world. The aim of the research is to map students' attitudes towards social behavior. The material for the research was obtained from a questionnaire survey conducted during 2022 among full-time students of the Silesian University in Opava School of Business Administration in Karvina (SU SBA), Moravian-Silesian region, Czechia. Primary data were analyzed using SPSS software. The research investigation highlighted some alarming aspects of the development of young generation with regard to social behavior such as the importance of education in social behavior especially in higher education programs, lack of knowledge of social protocol and the skills to use it adequately in a given situation, or to be able to evaluate social behavior correctly in a communication partner, should be a matter of course for university students. The results are helpful for academics, the general public, managers, and other staff members who interact with customers in a variety of enterprises, not only those in the tourist sector. Ethics as a set of standards is important in all spheres of business. But if we are talking about services, the compliance must be much stricter.