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Abstract
Organic food is generally looked upon as an alternative to conventional food for consumers who are concerned about food safety and quality. An attempt has been made to examine the factors that affect the buying behaviours of the consumers towards organic product. Convenience sampling method was used to select 200 respondents living in the city and who make purchases for the products. Consumer behavior is playing the major role while buying not only organic product but any product. We see that there are very few shops that provide organic product at the same time the demand for it is more. Proper steps must be taken to ensure there is organic product availability with good package system, which will help in turn to improve the standards of living.(healthy life style). It was also identified that consumers have positive behavior towards purchasing organic food products. The marketers of organic foods need to be innovative and dynamic in order to complete with the changing purchase behavior in the organic food products market among urban residents.