The term subjective norms mean the belief of a person that his/her fellow-mate or group would approve as well as support a specific behavior. The subjective norm is determined through the social pressure as perceived by a person from the other individuals, for behaving in a specific way as well as their motivation for complying with the views of such individuals. Such subjective norms is said to affect the purchase intention of the individuals. The belief that the product purchased by an important group is worthy influences the person concerned to buy that product. In this context, the current study explores the way in which the subjective norms affect the purchase intention of the individuals regarding the organic food products. the study has been performed among the consumers in Chennai. The respondents from whom the information has to be collected for the study are selected through simple random sampling and the sample size is 10. The instrument used for data collection is a questionnaire and the tool used for analysis of such data is regression. The findings of the study exhibit that there is a significant relationship between subjective norms and purchase intention..
KEYWORDS: Subjective Norms, Purchase Intention