As a result of increasing demand for organic goods, the sales of organic products have risen. The research focuses on health, safety, the environment, hedonic and social value factors. By concentrating on such values, a marketer may better understand the customer's psychology for the PCP and can develop an efficient market strategy to build brand value. This research demonstrates how certain particular values affect the re-buying intention of customers such as hedonic value, safety value, the environmental value and the health value. In this research the TBP theory is incorporated to understand the purpose of customers to buy organic foods. There is no support for each other for the outcome of environmental value with the aim to buy an organic product. The health value result with the desire to buy is not mutually supported. People are worried about the value of hedonics which are the reasons why it shows a good outcome with the buying intention. Also negative is the effect of security and social values with buying intent. There is no mediation between all factors according to our results. The results are distinct from prior studies and need additional action.

Keywords : Organic Personal care products, Theory of Planned Behavior, Repurchase intentions, hedonic values, safety values, consumer behavior