Green marketing in the cosmetics industry is emerging and gathering importance, and it dates back to the wave of environmental concern. Therefore, the study aims to explore the effects of environmental awareness and consumption values on the green makeup purchase intention, and examine whether there is a cultural difference. 124 participants answered the questionnaire with all variables. The structural equation model built on the survey data suggested that: 1) environmental attitude and perceived consumer effectiveness in environmental awareness, and epistemic and functional value in consumption values had a positive relationship with green makeup purchase intention, but social value in consumption values had a negative relationship with green makeup purchase intention; 2) the model got from international students was very close to what got from whole data pool, but the dimensions of environmental awareness and social value had no relationship with green makeup purchase intention in Chinese student sample. Findings provide implications for promoting green marketing in cosmetics market.
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