The purpose of this paper is to examine the link between organic food consumption motives and attitudes in an emerging market. The study investigates the mediating role of attitude between consumption motives of organic products and their purchase intention. A total of378 responses were collected for the study from a renowned deemed university. The demographic analysis was followed by factor analysis and structural equation modeling (SEM) for testing the proposed hypotheses. The results of the data analyses showed that organic product consumption motive is a strong predictor of youth attitude towards organic products, which in turn influences youth purchase intention towards organic products. The findings also demonstrate that youth attitudes towards organic food products mediate between the consumptionmotive and youth purchase intention.The present study would help the brand managers to devise a strategy based on organic food consumption motives to raise attitudes relative to an organic product purchase.