The study aims to analyze the influence of egoistic, altruistic and biospheric value on green functional benefit, green monetary cost, green satisfaction and green loyalty. The study analyzes the effect of green functional benefit and green monetary cost on green satisfaction and green loyalty, as well as green satisfaction on green loyalty. The study employs quantitative methods with customers who have green brand purchase experience in Indonesia. Non-probability sampling was conducted using purposive sampling method based on predetermined criteria, which are customers who have already purchase and use green brand products. A total of 402 samples were analyzed using Structural Equation Modelling. The result shows that the data support hypotheses on egoistic and biospheric value, hypotheses on green functional benefit effect to green satisfaction and green loyalty, as well as green monetary cost effect to green loyalty. The other hypotheses are not supported by data. As a conclusion, it is egoistic and biospheric value that has positive effect on green loyalty, while green functional benefit and green monetary cost act as mediation between the value orientation and green loyalty. As managerial implication, green brand marketing strategy should incorporate egoistic and biospheric values in messages in advertising and promotion.

Abstract
 1. Introduction
 2. Review of Literature
  2.1. Green Loyalty
  2.2. Value Orientations
  2.3. The Effect of Green Functional Benefit onGreen Satisfaction
  2.4. The Effect of Green Functional Benefit onGreen Loyalty
  2.5. The Effect of Green Monetary Cost on GreenSatisfaction
  2.6. The Effect of Green Monetary Cost on GreenLoyalty
  2.7. The Effect of Green Satisfaction on Loyalty
  2.8. Research Framework
 3. Methodology
 4. Results
  4.1. Description of Respondents
  4.2. Results of Analysis of Measurement Model
  4.3. Structural Model Analysis
 5. Discussion
 6. Conclusions
 References

• Erna S. IMANINGSIH(Program Pascasarjana Ilmu Manajemen, Faculty of Economics and Business, Universitas Indonesia) Corresponding Author.
• Prijono TJIPTOHERIJANTO(Program Pascasarjana Ilmu Manajemen, Faculty of Economics and Business, University of Indonesia)
• Ignatius HERUWASTO(Program Pascasarjana Ilmu Manajemen, Faculty of Economics and Business, University of Indonesia)
• Daniel Tumpal H. ARUAN(Program Pascasarjana Ilmu Manajemen, Faculty of Economics and Business, University of Indonesia)