The politicisation of everyday life and the proliferation of lifestyle movements have far-reaching consequences on processes of social change. Based on 45 in-depth interviews and virtual ethnography of lifestyle communities, this article reveals how sustainable lifestyle is interpreted and promoted in relation to pro-environmental social change in the ‘zero waste’ movement in urban China. Building on the framing perspective in social movement studies, I use ‘participant frames’ as a heuristic device to uncover bottom-up processes of meaning-making in lifestyle movements. The results reveal that frames constructed by citizen-consumers transitioned from a political and systemic diagnosis to a cultural and communal prognosis, and ultimately centre on a ‘call to action’ that emphasises individual and private actions. The ‘dissonance’ in framing, which involves promoting depoliticised actions while being motivated by political grievances and desires for systemic change, illustrates how citizens navigate structures of opportunities and constraints in China. Through deliberate depoliticisation, lifestyle activism leans towards constructive engagement with institutional actors rather than contentious confrontation and relies on the diffusion of sustainable lifestyle among the general public as the primary tactic for change. By incorporating methodological innovation and presenting new empirical findings from a non-Western context, this article advances the ongoing discussions surrounding political consumption and lifestyle politics.