Ethical products take social justice and the environment into consideration. The study investigated the predictors of the purchase intention of organic personal care products (OPCP) by young consumers in South Africa by extending the TPB. Two personal factors (moral norms and ethical self-identity) were added as predictors of purchase intention. The study adopted the quantitative research design and the cross-sectional survey method was used for data collection. Descriptive statistics and structural equation modelling (PLS SEM) were used for data analysis. The findings indicated significant positive relationships between attitude, perceived behavioural control, moral norms and ethical self-identity and the purchase intention of OPCP. Recommendations to help businesses to promote the purchase of OPCP are suggested.