The growing awareness of health, nutrition, food safety, and environmental sustainability has increased consumer interest in natural food products. However, consumers differ in the factors that influence their intention to purchase such products. This study examines the factors influencing consumer purchase intention towards natural food products, focusing on Health Consciousness, Environmental Concern, Trust, Price Value, and Consumer Perception. A quantitative research approach with a descriptive research design was adopted. Primary data were collected through a structured questionnaire using a five-point Likert scale. A total of 202 valid responses were obtained using convenience sampling from consumers who purchase or have experience with natural food products. The collected data were analysed using reliability analysis, descriptive statistics, Pearson correlation analysis, and multiple regression analysis. The reliability results showed acceptable to excellent internal consistency across the study variables. The correlation analysis indicated positive and statistically significant relationships among Health Consciousness, Environmental Concern, Trust, Price Value, Consumer Perception, and Purchase Intention at the 0.001 significance level. The regression model explained 38.7% of the variation in Purchase Intention. Among the predictors, Health Consciousness was the only variable that had a statistically significant positive effect on Purchase Intention (β = 0.422, p < 0.001). Environmental Concern, Trust, and Price Value were not individually significant predictors. The findings suggest that companies should focus particularly on communicating the health benefits of natural food products while also strengthening consumer perception, product credibility, accessibility, and value.