In recent years, economists have referred to the socially embedded model of an individual. Also, they have considered the influence of society on individual choices through institutions. Some economists enhance the role of culture as a mediator between society and the individual. Some authors focus on the role of social identities. The latter enable the individual to adapt to a society and follow social norms. However, not all existing social values respond to current challenges of global trends (e.g. climate change) sufficiently. Some social values (like consumerism, for instance) may lead to non-sustainable consumer choices. We must therefore perceive social values and norms not as a final solution but as a successful or failed adaptation to current global challenges. The purpose of the article is to introduce a framework model. It aims to explain the relationship between global trends, culture, institutions, and social and individual norms and values in consumer choice. Therefore, it will contain the reference to the rationality which should reach beyond the individual aspect. Such a model can be helpful in understanding the theoretical and empirical relationship between these concepts. Moreover, it can be adapted for designing future sustainable policy with the focus on sustainable consumption.