Cosmetic product has to be tested before launching to the market and it usually test on animal, but there are a lot of alternative ways which proved by the scientist that it is safe and accurate. Cruelty free is known as product which is not test on an animal. This study is aimed to examine intention to purchase cruelty free cosmetic product by using Theory of planned behavior also using ethical consumerism and guilt to predict. 394 valid respondents were collected by online questionnaire. The data is analyzed by structural equation modeling to test the hypothesizes. The results are shown that 3 out of 6 hypotheses are supported. The relationship that are significantly supported are the relationship between cruelty free knowledge and attitude toward buying cruelty free cosmetic product, the relationship between attitude toward buying cruelty free cosmetic product and intention to purchase cruelty free product, the relationship between perceive behavior control and intention to purchase cruelty free product. The academic and managerial implications are discussed based on the results. The limitation for the future research is also provided in this study.

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