This paper incorporates the Theory of Planned Behavior (TPB) in studying the consumers’ behavior in the context of organic cosmetic products. Our conceptual framework incorporates three distinct constructs of consumer beliefs that antecedent to the attitude: environmental consciousness, health consciousness, and appearance consciousness. Additional construct – price consciousness is hypothesized to moderates the effects attitude and subjective norm on purchase intention, respectively. Online survey was conducted for data collection and a total of 263 consumers in Malaysia have supported this survey. The results indicate that environmental consciousness has no effect on attitude toward organic cosmetic products, while health and appearance consciousness show positive effects. Nevertheless, price consciousness that acts as a moderator does not show any moderating effect. The theoretical and managerial implications of the results as well as the future research recommendations are discussed.

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