Consumer behavior has been mainly influenced by increasing worries about health and environmental sustainability, particularly in cities like Saharanpur in Western Uttar Pradesh. This study aims to explore the main factors that affect consumers' decisions to buy organic food products. It examines reasons and challenges related to choosing organic options by looking at health awareness, environmental concerns, product availability, trust in certifications, and socio-demographics. Researchers collected primary data from various age and economic groups in Saharanpur through structured questionnaires. The findings show that high costs and lack of access are significant barriers. Meanwhile, health benefits and trust in products serve as strong motivators. Policymakers, manufacturers, and marketers can draw on these findings to better meet consumer needs. The local study highlights the opportunity for sustainable food consumption in growing urban markets and provides valuable insights into behavioral patterns in Tier-II cities.