This study aims to identify factors to the sustainable reading attitude for making suggestion of the measures in reading education to strengthen the sustainable reading attitude. First of all, a set of in-depth interviews as a pilot was conducted with middle school students to search the factors, then a questionnaire was developed based on the pilot and existing research reports to survey middle school students in Seoul metropolitan area. The results from the analysis of the survey data showed that environmental factors in the schools, individual characteristics, such as grade and gender, interests, and perceptions of reading education significantly influenced the sustainable reading attitude, statistically. This study has implications to suggest the practical direction of desirable reading education to strengthen the sustainable reading attitude.