This study brings models of value theory and motivational goal theory together to investigate the relationship between lifestyle values (materialism, religiosity, physical well-being and image) and achievement goal orientation of college students enrolled in vocational programmes in Thailand (N?=?1670, males?=?38.5% and females?=?61.5%). We found associations between various lifestyle values and achievement goal orientation. Multiple regression analyses found a positive association with religiosity and personal well-being on the adoption of mastery goals and a positive association with materialism and personal image on the adoption of performance goals. These findings are interpreted with respect to self-determination theory.