The rise of sustainability phenomenon in this modern construction world initiated the search for opportune ways that will enable this concept be infused into present working environments. As one of the well-known techniques conducted to assist in decision-makings, value management (VM) holds a strategic position to incorporate sustainability issues into construction projects. Although VM has many intrinsic capabilities, which heighten its potential as sustainability delivery mechanism, this potential has not been fully realized by the practitioners. A study has been conducted to investigate the crucial aspects to ensure effective sustainability integration in VM. From this understanding, the paper shall introduce a structural model that proposes when and where sustainability issues should be raised within VM techniques. This model is a useful framework to guide the integration of sustainability issues effectively in VM and thus, optimising the opportunity that it offers to the industry.