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The purpose of this study is to examine the influence of egoistic values, biospheric values, green functional benefit, green monetary cost on green loyalty. This study aims to investigate consumers behaviour with respect to green brand based on the value-attitude- behavior model. The research object of this paper focuses on Indonesian consumers who have the green brand purchase experience. This study undertakes an empirical study by means that the questionnaire survey method are randomly mailed to 402 consumers who have the experience of purchasing green consumers brand. Structural equation modeling (SEM) is applied to test the research framework. The empirical results indicate that egoistic and biospheric positively affect green functional benefit and negatively affect green monetary cost. The result also support hyphotheses on effect of green functional benefit and green monetary cost on green loyalty As managerial implication, green brand marketing strategy should incorporate egoistic and biospheric values in messages in advertising and promotion to strengthen green loyalty.