|This study surveyed recognition and purchase decision factors related organic food in housewives with young children. The most common reason for purchasing was “environmental-friendly” with 47.6%. When checking food labels, “nutritional ingredients” was the most considered (29.5%). Preference levels for organic food were in the following order: grains (26.8%) > vegetables (23.7%) > dairy (16.9%) > root and tuber crops (14.0%) > fruits (6.0%). For awareness of quality of organic food, the highest awareness factor was “safer than normal food” at 3.91±0.72. For awareness of confidence in organic food, the highest awareness factor was “good for health” at 4.11±0.68. For awareness of satisfaction of organic food, the highest awareness factor was “origin labeling” at 4.02±0.76. Regarding awareness of purchasing intention of organic food, the highest awareness factor was “I will purchase organic food as possible as I can” at 4.02±0.79. In the correlation analysis, confidence and satisfaction displayed the highest correlation (0.640), and there were other significant correlations between value/purchasing intention (0.586), confidence/purchasing intention (0.560), and satisfaction/purchasing intention (0.575). Further, the analysis showed that among value, quality, and price, only value had direct influence on the purchasing intention.