Purpose: – In response to food scares related to high levels of agro-chemical residues sometimes found on foods, consumers in China increasingly demand for organic foods. As little is known on consumer perceptions and attitudes toward organic food products, the purpose of this paper is to gain insight into the purchase of organic food products by consumers and to explore the main factors driving this process. Design/methodology/approach: – Mixed (quantitative and qualitative) market survey approaches were used to provide a potentially deeper insight into consumer’s perspective and could help get a better picture of the complex factors involved. Findings: – The main trigger for purchasing organic food products is that consumers expect them to be healthier and safer. The respondents who have bought organic food products tend to have a higher education level and disposable incomes, be families with children and be older than those who have not bought them. The main barriers to increasing the market share of organic food products are the consumers’ lack of knowledge, the relatively high price premium and the lack of availability of organic food products. Informing consumers about unique characteristics of organic production methods, the decline in the prices of and increasing the availability of organic food products to its customers might be a promising strategy to develop the market for organic food products. Originality/value: – This paper provides a unique insight into buying behavior and attitudes of organic consumers in China. The results of the research could provide information for the organic food industry to expand its market and improve its profitability and reliability.