This study aims to explain Green Purchase Behavior toward Green Cosmetic products using theoretical model developed from The Theory Planned Behavior. A web-based survey was conducted during January-March 2017. In total, 275 respondents were analyzed with SPSS. The results show that beliefs would positively affect the three predictors on TPB (attitude, subjective norms and perceived behavioral control). Green Purchase Intention were simultaneously affected by Attitude, Subjective Norms as well as Perceived Behavioral Control. The results also indicate that both Green Purchase Intention and Perceived Behavioral Control demonstrated significant relationship toward Green Behavior. Additionally mediating effect of Green Purchase Intention was found between Perceived Behavioral Control toward Green Behavior.