<p>Organic food has been popular to the consumer in recent years. There are a lot of reasons why the consumer is looking for organic food, such as hedonic shopping value, is it only to fulfill their hedonism? Another reason is an environmental concern, health consciousness, price consciousness, and consumer trust. Organic foods are commonly perceived as environmental friendly products, healthier food, and expensive. Last but not least, the hypothesis is there is a connection between consumer trust with organic food purchase intention. To understand organic purchase factors, this study aim to find a relation between those factors and find out which factors are important, and significant. Furthermore, this study found that purchase intention of organic food impacted by environmental concern, health consciousness, hedonic shopping value, consumer trust. Price consciousness has no effect towards purchase intention in organic food. It can be concluded that consumer less concerned about the price while buying product.</p><p> </p><p>Keywords: food, organic, behavior, consumer, purchase.</p>