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Abstract With a rising interest in the sustainable issue on the part of society and industry, comprehending the dynamics of the sustainable phenomenon can empower marketers and researchers to devise effective marketing strategies and advance theoretical knowledge for the fashion and textile discipline. While consumer sustainable lifestyle practices and business stewardship implementation have been neglected in the fashion and textiles industries, this study aims to test the sustainable VALS framework by identifying the sustainable value and lifestyle practices, and examining the impacts of business stewardship on consumer sustainable practices. The results of the data (n = 239) from a US university identified feasible dimensions of sustainable value, lifestyle practices, and business stewardships. Upon testing multiple regression analysis for the sustainable VALS framework, all 12 hypotheses were supported to validate the significant impacts of sustainable values and business stewardship on the consumers’ practices of a sustainable lifestyle on fashion product consumption. Specifically, altruistic, openness to change, anthropocentrism, and ecocentrism values are of interest; and the business stewardship of eco-labels and CSR drives play pivotal roles in promoting consumers’ sustainable lifestyle practices.
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