The research studied the value orientations of higher education faculty members augmenting their willingness to participate in sustainable activities. An online survey has been done to collect the data from the top 100 institutions participated in National Institutional Ranking Framework, 2017 (India). The findings reveal that educators prioritise self-transcendence values when mediated by activated personal norms, their endorsement for altruistic values increases. Egoistic value is also identified as a significant factor affecting their behavioural choice to participate in sustainable activities. The paper concludes that faculty engagement in community services may result in social reforms towards sustainable development. Intrinsic motivation of the faculty members should be acknowledged.