The increasing global warming and environmental degradation and health problems led governments, marketers and consumers to pay attention towards the marketing and consumption of Organic food products. Improvement in the quality of life, standard of living, income and educational level of the urban consumers have created a favourable attitude towards buying of organic food products. The change of preference and attitude is largely based on the consumers’ consciousness towards health and environment aiming towards a sustainable environment. The present study is conducted among the urban consumers from the twin cities of Hyderabad and Secunderabad (India) to find out the purchase intention towards organic food products. The results show that a majority of surveyed consumers prefer organic food over traditional food (non-organic) products because of health, environmental concerns, life style and subjective norms.