This study purpose to analyze the influence values, attitudes and lifestyles of consumers and knowledge as mediation variable on environmentally friendly behavior on The Body Shop consumers in Yogyakarta as many as 201 respondents. The sampling technique in this study using purposive sampling method of determining the number of samples taken at random based on certain criteria. This study used a survey method with analysis tools using AMOS version 21. Results of the analysis showed that of values have no effect on environmentally friendly behavior through eco-friendly knowledge, while attitude and lifestyle affect the environmentally friendly behavior through eco-friendly knowledge and environmentally knowledge influential environmentally friendly behavior.