Conveyor belts are the most common way of mechanical handling equipment in industry, especially in underground and open-pit mines. Maintenance of conveyor belts generate high costs, therefore energy savings belts have become popular in recent years. Constant development of continuous transport equipment and looking for savings implies necessary of carrying advanced theoretical research and analysis. In this case determine of indentation rolling resistance is the clue. Based on previous research authors suggested new theoretical model of determination rolling resistance. Authors proofed that stress distribution described in time coordinates coexists with lateral deformation of belt. In two dimensional Kelvin–Voigt model it has two components: the particular solution of the differential equation of belt’s model and an general solution (which is typical for harmonic load). In this new model authors included overlooked by others particular solution; that gives a possibility of designating the whole spectrum of changes in the value of the rolling resistance. The obtained results allow to specify new and more accurate damping factor.