Due to the increase of health conscious consumers, particularly in the beauty market which has grown significantly every year (Emerald 2016), consumers are likely to select carefully and are willing to pay for a product that is quality, safe and effective. Moreover, increasing awareness of the environment has also fostered a rise in the usage of environmentally-friendly products (Kim and Chung, 2011). This paper aims to find the impact of health value, safety value, environmental value, product knowledge, appearance consciousness on the buying behaviour of consumers towards Organic Personal Care Products. Data was collected from 230 respondents (Young women in Tirunelveli city) who purchase organic personal care products.

Key words: Organic, appearance, environment, personal care products, health conscious.