The green cosmetics industry market has grown in India, and it is crucial to do research on consumers and how they feel about green cosmetics. This study investigates consumer behaviour towards green cosmetics using a theoretical framework adopted from the TRA and TPB models. By developing 12 hypotheses and testing those using valid data from 194 Tirupur green cosmetics consumers, data were assessed using PLS-SEM. The result revealed that attitude and subjective norms had a positive and significant impact on purchase intention. Subjective norms directly impact purchase behaviour. Ultimately, purchase intention had a positive and significant impact on purchase behaviour. Attitude directly does not impact purchase behaviour but indirectly impacts purchase behaviour by mediating the role of purchase intention. The results have revealed that purchase intention towards green cosmetics is primarily driven by consumers’ attitudes and subjective norms rather than self-efficacy and controllability. This lack of perceived behavioural control recommended that FMCG industries should form tactics to improve consumers’ trust and availability, therefore increasing product positioning.