Rapid development transformation is the main cause of declining urban landscape areas, resources, and environment quality. Rush development causes of tough pressures on cities and also put serious damage on the urban area, resources, environment quality, and urban aesthetics. This fragmentation caused the cities loose their urban qualities, characteristics and meanings. The urban landscape landmarks, especially riverscapes, are mostly facing the hazardous pressure. People perception and attachment to riverscape, and their less pro environmental behaviors made this pressure more critical and crucial. This subject was become one of the challengeable issues in historical heritage city rehabilitation in Malaysia. This is reflected in the crucial role of Malaysia government and local authorities strategic and policy makings with respect to housing, spatial planning and local environmental policy. In addition, the urban design studies mostly is focused on the properties of the physical elements but few of them focus on understanding the meaning, value, characteristics and psychological sense to riverscapes as vital urban landscape landmarks. According to all above mentioned issues and problems on poor associated between riverscape attachment and pro environmental preservation behaviors, and also, the importance of riverscape preservation and conservation in Malaysia historical heritage cities rehabilitation, this research is motivated to address the need of developing the heritage historical city riverscape preservation and rehabilitation conceptual framework. The conceptual framework provides a mind map solution of riverscape preservation for Malaysia government, involved stakeholders, and public people. Also, the research developed the theoretical framework according to the developed conceptual framework. The theoretical framework presents the material aspect of the theoretical world of sustainability, and advocates keeping the natural capital constant for the benefit of future generations. The research asserts the implementation of the developed conceptual framework would have positive effects, included, social benefits, economical growth and environmental quality on riverscape preservation in historical heritage cities in Malaysia. These findings would be useful for Architects, Landscape architects, urban planner, urban designer, and decision makers who are practicing heritage city preservation and rehabilitation. As future study the conceptual model would be proposed base on developed conceptual framework findings.