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This study aims at investigating the effects of dimensions of green service experience practices on green brand likability. It also addresses the mediating role of green perceived value in the relationship. The data were collected from customers of service firms in the Vietnamese context. The results show that green service scape, green core service, and green service delivery are all significantly relevant to customer likability towards a brand, but green staff is not significantly related. The study confirmed green perceived value as a crucial mechanism for green brand likability. Nevertheless, green perceive value is not a significant path explicating the effect of green staff on green brand likability. With the findings, the study suggests useful managerial implications for enterprises that are executing green marketing or businesses.