The research underscores the significance of consumer behavior in the organic food market. To adapt to the evolving purchasing patterns of urban consumers for organic food, marketers in this sector need to be innovative and adaptable. Among respondents who did not consume organic food, the perception was that these products were made from natural ingredients, while those who did consume organic food believed these products were free from pesticides. The key determinant influencing the decision to purchase organic food is the individual's financial capacity and the associated cost of the product. Moreover, the study revealed that psychological factors, including perception, attitude, and purchase intention, significantly impact consumers of organic food. Both organic and non-organic food consumers displayed minimal confidence in organic food products, indicating a need for initiatives to instill trust in organic food items, particularly in Gurugram