With increasing concerns about sustainability and environmental protection, heightened health consciousness among people has triggered a rise in the demand for organic products. The aim of this research paper is to establish the various factors that affect millennials and Generation Z when purchasing the organic food and the changes in their behavior since the COVID 19 outbreak. Based on these factors, the study categorizes lessons into meaningful characteristics and characteristics that are not inherent to the product being sold, for example, health benefits and taste on one hand and price and availability on the other. Depending on their sociodemographic characteristics, both generations recognized the same parameters as the main purchasing drivers. Healthy food consumption is gradually being appreciated in the populace due to its health promoting effects especially in the reduction of the prevalence and control of chronic diseases such as obesity and type 2 diabetes mellitus. This is normally in a form of Nutritional therapy whereby the person is advised to take healthy foods such as fruits, vegetables and whole grain foods. This work augments the current literature by presenting a comprehensive consumer decision map for non-certified organic food products as well as identifying potential decision-making factors. The information is useful for growers, businesspeople, and policymakers particularly in the ninety-two nations where no laws governing organic food exist. The study forms the basis for future quantitative models and assists relevant decision-makers to comprehend and respond to the changes in preference in Millennial and Gen Z consumers in the organic food sector.