Green beauty products accounted for the third largest portion of sales in the UK green
products market. In practice, marketing strategies with heart-felt slogans and aesthetic packaging are commonly used in green beauty products to stimulate consumers’ intrinsic concern about their well-being and the environment in anticipation to boosting sales. Previous studies also place great significance on how emotional value can initiate purchases and repurchases. Underlying with Theory of Consumption Value this study targets the consumers with experience of buying and using green beauty products, and endeavours to comprehend determinants to their repurchase intentions. Multiple regression analysis was conducted to empirically examine the hypotheses on a sample of 134 respondents in the UK. The results suggest that consumers’ repurchase intention is primarily motivated by their perceived value on price, followed by environmental concern and perceived value of product quality. On the contrary social value and emotional value have limited impact.