Abstract This qualitative study aims to investigate underlying factors impacting organic food consumption about purchasing intention and intention behaviour gap. It evaluates the impact of COVID-19 on organic food purchases and is based on grounded theory. Data collection was done through 24 in-depth interviews with respondents in Pakistan. This study revealed that health consciousness, environmental concern, are significant drivers for motivating consumers for organic buying intention. However, premium prices, lack of availability, lack of certifications, and insufficient knowledge are the reasons causing the barriers to the purchase of organic food. This research adds value to the studies on buying intentions for organic food concerning Pakistani consumers during the COVID-19 pandemic. The implications of the study are related to marketer’s policy makerskers.