Consumers, now a days are more aware towards the necessity of organic vegetables in take rather than highly chemical vegetables which will cause health hazards to human being and its cultivation has a negative impact to environment. The purpose of study was to analyze the determinants of consumer purchase behavior towards organic vegetables. The study was conducted in the central zone of Kerala. A sample of 60 consumers using vegetables was selected and primary data were collected by using structured questionnaire. Results of the study revealed that price, chemical and pesticide free, eco-friendly aspect, health concern and availability are the most important factors influencing their purchase behavior. Study also proved that education and age are key determinant for consumer preference towards organic vegetables.
