The world is gradually sinking into landfills caused by non-biodegradable products that are irresponsibly consumed and disposed-off by the humans. Such irresponsible resource consumption patterns lead to increased carbon footprints and consequently the environmental degradation. Countries are witnessing a rapidly inflowing Generation Z (GenZ) consumer market that purchases and consumes FMCG products which results in significant waste generation in both urban the rural dwellings. This study presents a novel conceptual framework for FMCG firms, i.e., “Consumption Value-Based Sustainability Framework (CVBSF)” by evaluating the role of Consumption Values towards promoting Sustainable Consumption Attitude and how it eventually leads to Sustainable Consumption Behavior of GenZ population when it comes to consuming FMCG products under the influence of Environmental Concerns. In this regard, Theory of Consumption Value (TCV) and Value-Attitude-Behaviour (VAB) model served as the underlying theoretical foundation for guiding the development of conceptual framework, enabling the researchers to understand how consumption values shape sustainable consumption behaviour in GenZ when viewed from the perspective of consuming FMCG products. While it is yet to be empirically-tested, proposed literature-backed CVBSF framework offers some key recommendations for scholars, policymakers, FMCG firms and NGOs committed to promoting & fostering sustainable consumption practices among the GenZ population in developing countries.