Purpose: One indication of marketing success is marked by changes in consumer behavior. This research proposes structures to further explore whether altruistic and biospheric behaviour as a form of value orientation (values orientation) can affect green functional benefit and green satisfaction to form green loyalty. Design/Methodology/Approach: The questionnaire has been distributed to a sample of 300 respondents, who form part of the green user population brand. The data processing method used was SEM (Structural Equation Modeling). Findings: The results show that altruistic and biospheric behavior have an effect on green functional benefit to green satisfaction and has an effect on green loyalty. Practical Implications/Originality/Value: Through a good understanding of values orientation owned by consumers, this research would provide input to academics and marketing practitioners regarding the right green marketing and marketing communication strategy, thereby strengthening the relationship of green functional benefit and green satisfaction in order to improve green loyalty.

peer-reviewed