The promotion and use of organic food items have gained attention from governments, marketers, and consumers due to the growing effects of global warming, environmental degradation, and health issues. Urban consumers' improved standard of living, money, and educational attainment have led to a more positive attitude toward the purchase of organic food goods. The shift in consumer preferences and attitudes is mostly due to their increased awareness of environmental and health issues and their desire for a sustainable environment. The goal of the current study is to ascertain the purchase intentions of urban consumers in the Indian state of Chhattisgarh regarding organic food products. According to the findings, the majority of consumers who responded to the survey preferred organic food over conventional food items (non-organic) due to factors including lifestyle, health, and subjective norms.