Product familiarity is vital to assess the purchase intention of consumers. In this study, a conceptual model was proposed to investigate the relationship among organic products familiarity, perceived value (measured by quality, emotional, price and social dimensions), and the purchase intention of students. The model was empirically tested using questionnaire survey data collected from 235 university students. The results reveal that organic products familiarity is positively associated with quality, emotional value, price value and social value. On the other hand, emotional value, price value and social value is also positively associated with purchase intention whereas quality shows insignificant relationship with purchase intention. Overall, the result shows students have positive outlook about their intention to purchase organic products.