We propose a cross-cultural study to empirically test the role that the country of the consumer plays in determining their perceptions, attitudes and intentions towards ethical fashion. We base on the theory of planned behavior (TPB), construal-level theory (CLT) and social identity theory (SIT) to hypothesize that significant differences may exist in the way that consumer intention to purchase ethical fashion is crafted based on whether the person lives in a mainly fashion producing or consuming country. We use data collected with a survey to 245 and 450 consumers in China and Spain, respectively, and test 10 research hypotheses applying multi-sampling structural equation modelling (SEM). Consumers in China perceive greater pressure to purchase ethical fashion and behavioral control than consumers in Spain. Nonetheless, the TPB model is only accepted fully for the Spanish sample, while perceived behavioral control does not affect the intention to purchase in China. Subjective norm is the most powerful determinant of intention to purchase, although the strength of its effects is significantly higher in China. The findings have relevant managerial implications for fashion brands and retailers, which can assist them in better crafting their commercial and communicational strategies based on the specific intentions of consumers in different cultural contexts.