Abstract This study proposes and tests an integrative model to examine the relations among luxury brand value, brand image, customer satisfaction with green marketing activities, brand attitude and purchase intention. The subjects selected for the present study were undergraduate and graduate students residing in New York, US; Tokyo, Japan; and Seoul, Korea. And in order to help consumers more simply understand the investigation, the present study limited the research brand to Louis Vuitton. The survey was conducted in winter 2009–10, collecting 200, 121 and 203 questionnaires from US, Japan and Korea, respectively. First, the results of SEM analysis involving all the consumers (524 persons) show that all the hypotheses are significant. That is, luxury brand value has positive effect on luxury brand image, and luxury brand image has positive effect on satisfaction with green marketing activities for luxury brand. Significant luxury brand values in green marketing are product integrity, preference for luxu...