Abstract: Awareness of organic food consumption and green environment sustainability toward a healthy living has become a crucial area of study in recent years. Despite a large number of empirical literatures explaining the multi-cultural food consumption behavior among different ethnic groups in Malaysia, the puzzling reality remains that knowledge on Malaysian Generation ‘Y’ customers’ attitude and buying behavior towards organic food is not well addressed. Therefore, this study aims to fill the research gap by investigating the organic food consumption intention of Generation ‘Y’ customer segment in Malaysian context. The Theory of Planned Behavior underpins the conceptual framework and hypotheses developed for this study. A total of 400 personally administered questionnaires will be distributed to young adults, aged from 20-25 years old, based in Selangor, Kuala Lumpur and Malacca via convenience sampling technique.