The study examines a number of variables influencing customer perceptions of organic products. The data used in this study are both secondary and primary. The structured questionnaire is used to help collect the primary data. 168 people in all, drawn from various areas of Madurai, replied to the questionnaire. The study's findings demonstrate that more people are buying organic food items because they are concerned about the environment, the quality of organic products, and their health advantages. Consumers are less concerned about the cost of organic food goods, nevertheless. The study's findings confirm the link between consumer sentiments and their propensity to purchase organic food. The benefits of the data show that marketers can effectively develop their marketing plans by emphasising aspects of product quality, health benefits, and environmental friendliness while focusing less on price as a factor influencing consumer behaviour.