The purpose of ESD (Education for Sustainable Development) is to transform the concepts of values and behavior to provide leadership in a sustainable society. To change lifestyles, it is necessary to change social perceptions. Social recognition also includes value recognition (e.g., “what is good,” “what is right”). However, we have acquired a naive conception in our daily lives, which is difficult to change. It hinders the acquisition of new social awareness. Therefore, to achieve the transformation of the concept of values in ESD, we argue that it is necessary to change the simple concepts. We propose the learning of conceptual change in three stages: 1) Clarification of naive conception, 2) Addressing cognitive conflict through conflict-resolving material, 3) Using the concept of value to be a leader of a sustainable society. Finally, this learning model is presented as an expansion example.