While organic food is gaining popularity worldwide, organic food consumption is still a concern in the Kingdom of Saudi Arabia (KSA) due to the small percentage of consumers purchasing such products regularly. The aim of this study was to explore knowledge and awareness of and attitudes toward organic food. This was a cross-sectional study conducted in Madinah, KSA. Considering the significant role of consumers' awareness of organic food consumption and healthy food choices, 1200 participants (54% were female) were interviewed while shopping in three different hypermarkets using a self-report questionnaire. The study indicated that 80% of the participants had heard about organic food, that 65% of them had consumed organic food and that 69% reported it being difficult to find organic food. Overall, 48% of the participants had purchased organic food, and 57% stated that supermarkets were their preferred venues for purchasing organic food. Fruits/vegetables (39%) and food for children (37%) were most frequently purchased from organic food departments. For 56% of the participants, the high price of organic food products was identified as the main barrier to purchasing such products and also reported that they would consume more if it were easier to find in markets. Regarding the participants’ awareness, responses showed that participants viewed organic food as safe, free of pesticides, free of industrial additives and chemical waste, fresh with high nutritional value, and healthy by 44%, 45%, 46%, 43%, 44%, respectively. Lastly, females were more knowledgeable and aware of organic food information than male participants. Although the findings suggest that it is important to enlighten clients about the importance of consuming organic food, these results are subject to replication in different cities in the KSA. Concomitantly, there is a need for strategies to increase awareness among adults in all segments of society (for example, family, university, and community) about the nutritional aspects of organic food to promote healthy lifestyles and obtain the corresponding substantial health benefits. Key words: Organic Food, Knowledge, Attitudes, Awareness, Consumption, Food Choices, Health, Adults
