The numerous organisations voicing their concerns show that concern for the environment has increased compared to earlier times. This study aims to investigate the relationship between green brand innovation and green perceived value, along with its impact on green brand loyalty within the Ethiopian banking sector. Based upon previous research, this study delves into the distinctions between innovation and innovativeness, exploring their respective influences on brand loyalty. Additionally, this study introduces the roles of green perceived value as a mediator and consumer green knowledge as a moderator in shaping green brand loyalty. To assess the conceptual model, a survey was conducted using convenience sampling among 600 customers using internet banking services across nine reputable banks. This approach aimed to capture a representative sample for the conceptual model. Subsequently, data analysis was performed using a structural equation model (SEM). The results indicated that consumers’ perceptions of green value have indirect effects on green brand loyalty and direct effects on green brand innovation. In addition, green knowledge moderates the relationship between green brand innovation and green perceived value in a significant way. Therefore, in order to increase customer loyalty to green brand innovations, organisations should focus on improving consumers’ environmental literacy and cultivating positive attitudes towards green businesses.