Environmental awareness and increasing interest of consumers in organic foods and willingness to pay for organic features lead to corporate interest in organic marketing, initiating major changes and innovations (Peattie and Crane, 2005). The enhanced consciousness has a thoughtful effect on the consumer, with organic product market expanding at the decent rate (Bhaskaram et al., 2006). The growth of organic product is seen as part of emerging marketing trends where consumers seek to know what an organic product can deliver before making purchase decisions (Thøgersen et al., 2016). When India had low population, agriculture was almost organic and nearer to nature. The system of agriculture based on the traditional knowledge and practices handed down from generation to generation could not produce enough to feed the increasing population. During “green revolution” technological interventions in agriculture were widely adopted by farmers for maximizing the agriculture production to meet the demands of food of fast increasing population (Dholakia and Shukul, 2012). The green revolution paid a rich dividend by increasing the food grain production many folds. At the same time, this has led to increasing the use of chemical fertilizers and pesticides which cause serious damage to the environment and human health. A very large number of consumers from all over the world are concerned with environmental problems (Dickmann and Franzen, 1999). Consumers who are concerned about the environment can be understood to be sensitive to the information regarding not only the environment itself but also to products, processing and brand that might affect it (Minton and Rose, 1997). Consumers are ever more aware of the seriousness of environmental degradation, resulting in more ecologically consciousness and desire to purchase organic products and services, favouring the businesses that complying with environmental practices (Laroche et al., 2001). This is because current environmental dreadful conditions are ever more menacing the consumer health and well-being (Ragavan and Mageh, 2013).