A theoretical framework that could explain and guide consumers to practice sustainable consumption was proposed based on the stage of change theory with the aim to optimize consumers' consumption behavior for new retail and help consumers to improve their quality of life while consuming rationally and efficiently. An in-depth review of the origin, concept, connotation of sustainable consumption, sustainable consumption behavior, and stage of change theory through a literature review. By introducing the stage of change theory, this paper constructs the framework of sustainable consumption behaviors based on the theory, which systematically expounds when, how, and what sustainable consumption behavior is formed and changed. After the practice of service design, the obstacles to sustainable consumption in new retail were found using investigation methods and service blueprint. The proposal of the framework for sustainable consumption behaviors is based on the stage of change theory. Intervention programs were designed for the stage of action where obstacles were concentrated, in order to find out ways to positively influence consumers to practice sustainable consumption. This research not only provides a theoretical guarantee for achieving the sustainable consumption with the “knowledge as action”, but also offers strategic references and case studies for creating intervention programs to guide sustainable consumption in service design.