The textile and apparel sector plays a pivotal role in some countries’ economies, like Bangladesh. Even though this sector is a highly contributing and major foreign exchange earning industry, the sector has some potentially dangerous impacts on environmental contexts. In this situation, there is a growing concern to understand the factors contributing to consumer pro-environmental purchasing behavior. This can ultimately create such market demand, which will eventually influence the industry player to consider more to go for environmentally friendly apparel manufacturing and supply in the market. The Theory of Value, Belief, and Norm is considered the most complex psychological theory that is now regarded as an effective theory in explaining consumer pro-environmental behavior. The study attempted to find out the applicability of VBN theory, particularly within the context of textiles and fashion. By means of systematic literature review and then through qualitative Focus Group Discussion (FGD), the study is trying to observe the trends in the literature about this model as well as to explore any new factors that might be included in the model. The study has generated some interesting findings, and based on these findings, an integrated modified framework has been proposed.