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In consumer behavior, purchase field is an interesting field for marketers and psychologists. This area investigates types of purchase and factors affecting them. In the meantime, in order to succeed in markets, understanding customers' consumption values and their impact on consumers' behavior is one of crucial issues. The aim of this study is to determine the relationship between values of purchase through green image on impulse purchase and customer loyalty. The statistical population in this study consists of customers of purchase centers of Iran in 2024. The number of sample is estimated as 384 people. Regarding the purpose, this study is applied and belongs to descriptive- survey and correlational researches. For data collection standard questionnaire of Irene et al. was used, whose validity is determined by nominal and heuristic method and its reliability was measured by Cronbach's alpha coefficient as 0.87. For data analysis and hypothesis testing by path analysis and structural equation, LISREL software is used. The results show that there is no significant relationship between hedonistic values and materialistic values through green image of store with impulse purchase but there is significant relationship between hedonistic values and materialistic values through green image of store with loyalty.