"Organic food" has been popular in the Western society for the last several decades. However, it is not until recently that the concept of organic have been developed in the emerging markets, say like Taiwan market. More and more people in the health awareness intensified under the rise, organic food is also in such a social trend more and more. Be taken seriously. Since prior studies on organic beef are still at the initial stage, our understanding towards organic beef is still limited. Based on this reasoning, this thesis aims to explore the literature gap by interviewing consumers who have prior experiences on organic beef consumption. This thesis adopts qualitative methods to empirically explore the research topic. Based on the results of this interview, several propositions are proposed and this thesis encourage future research to verify the propositions proposed. This thesis also offer implications for both managers and practitioners. Limitations are discussed at the end of this thesis.