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ABSTRACT: This article aims to study the factors influencing consumers’ purchasing behavior on organic vegetable. The main instrument for data collection used in this study is the questionnaire distributed to 323 respondents on the basis of random and convenience sampling. The purpose of this study is to examine the reliability of the empirical data; therefore, the consistency analysis has been done using Cornbrash’s alpha method. Various statistical methods and techniques such as factor analysis and multiple linear regression models were run by means of the data collected through a structured questionnaire. In terms of proportional marketing mix impact, it is observed that place, product and promotion factors have higher impacts on organic vegetable consumers decision process; whereas, the factor with medium level is price. Results showed the strong support for consumers’ attitude towards organic vegetables is influenced by product specific attitude, health consciousness, perceived price and knowledge of organic vegetables.