Health-Conscious Consumers are different and is a niche segment whose lifestyles are oriented towards health and wellness. With the unlimited availability of information and technology, it is easy for people to get access to any information regarding any product that they seek to purchase and consume. As a result, the products that are found to be harmful to the human health are not considered by this new set of consumers that focuses on their personal benefit. They are incorporating ancient health practices in their lifestyle to combine mental as well as physical well-being. The prime intention of this study is to evaluate how the health consciousness among the general public influence their purchase decision. The paper is also tried to determine the effects of health consciousness, perceived usefulness, brand image and willingness to pay premium for sustainability on Purchase Intention (PI). In addition to that, it aims to investigate the impact of health consciousness factors on their purchase decision.