| This study aims at investigating the effect of hedonistic values, health consciousness, healthy life intention, attitude toward organic food, and social influence on organic food purchase decision, and examining attitude toward organic food and healthy life intention as the mediating variables. This study reveals that hedonistic values, healthy life intention, and attitude toward organic food have a significant positive effect on organic food purchase decision, whilst health consciousness has an insignificant effect. Moreover, it also indicates that social influence has a significant negative effect on organic food purchase decision. Healthy life intention was indicated as a mediating variable in the effect of health consciousness on organic food purchase decision. |