This study explores the preferences of urban households for organic agricultural products. The research investigates the factors influencing household choices, including perceived health benefits, environmental concerns, taste, price sensitivity, and accessibility. The study will be conducted within a specific urban context, considering the unique characteristics and challenges of the urban environment in relation to organic product consumption. This study was based on a primary survey of 200 respondents living in places Thiruvananthapuram, Ernakulam, Malappuram. Customers were approached randomly using a structured questionnaire. The questionnaire was designed to record the responses on food safety concerns, frequency of buying behaviour, from where they buy the products, awareness, attitude, factors effecting buying behaviour, price effect on purchasing, behaviours towards organic food and effectiveness of sources for organic information. The investigation utilized a structured questionnaire to gather insights from participants randomly selected for the study. By analysing the data collected, the study seeks to understand the drivers behind urban households' decisions to opt for organic agricultural products. Through this exploration, the study aims to provide valuable information for businesses and organic food manufacturers looking to cater to the preferences of urban consumers. Overall, this research contributes to the growing interest in organic goods among urban populations and highlights the importance of considering various factors that influence consumer behaviour in the context of organic agriculture. This study will help to create awareness amongst consumers about organic food by organic companies.