The concept of food has undergone a radical transformation in recent years. Before food was consumed mainly to satisfy hunger and to provide enough nutrients whereas nowadays food is intended to prevent nutrition-related diseases and improve the physical as well as the mental well-being of consumers (Wholefoods Market, n.d.). Thus, organic food has become very popular. Organic food refers to the way agricultural products are grown and processed. Although organic regulations differ by country, different countries have different regulations regarding organic food, but organic food must be grown without the use of toxic and persistent pesticides (Robinson, Segal, & Segal, 2017). Organic foods are grown with natural fertilizers, and they have many advantages; organic farming always helps to make the environment better, and organic food is always fresh (Robinson et al.,2017).
In the interest of good health, quality and sustainability, farmers prefer to work hard to meet the standards of organic food. When somebody chooses the organic food, they are helping the food producer or farmer as well (Wholefoods Market, n.d.). In addition, the number of people who prefer to eat organic food is increasing and demand for organic food is probably going to be large in future as well. Hence, it is very important to understand the consumer-oriented approach towards the organic food market. Moreover, consumers’ attitude towards organic food and their purchase behavior plays a vital role in the