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The research explores Malaysia's organic food trends. Most customers do not even purchase organic food due to cost, hassle, and ignorance. Marketers must know customer issues to target markets and groups. This research examines the relationship between the latest marketing mix (acceptability, affordability, availability, and awareness) and customer willingness to purchase organic food products. Two hundred questionnaires were distributed. The findings show a significant relationship between gender, acceptability, and affordability of organic foods and consumption. Respondent availability and awareness are substantial factors in organic food consumption. This study will help Malaysian enterprises, wholesalers, retailers, marketers, and business chains understand customer loyalty and satisfaction and boost customer purchase confidence. The study's results demonstrate that favourable aspects associated with organic food consumption may assist organic product owners in enhancing customer purchase intent.