The goal of this study is to examine how eco-friendliness in the brand experience impacts product selection, and how product selection induces green brand loyalty among customers and consumers. A conceptual model is tested with empirical data collected with a web survey on mobile phone brands. The findings of this research indicate that eco-friendliness in the brand experience influences positively product selection and green brand loyalty for some global brands. Thefindings also point out that technology firms should seriously consider their sustainability and eco-friendliness strategies in their technology commercialization activities.