This study seeks to understand the factors influencing Jordanian consumers’ purchasing decisions regarding natural products with a specific focus on the mediating role of customer attitude. Through a quantitative research method involving a sample of 303 participants, hypotheses related to customer awareness, societal impact, and healthcare fears, and their effects on purchase intentions were tested using smart PLS-SEM. The study findings revealed that customer awareness, societal impact, and healthcare fears not only directly contribute to the purchase intention but also significantly shape customer attitudes toward natural products. Moreover, customer attitude significantly influences purchase intention and mediates the associations between customer awareness and purchase intention, between societal impact and purchase intention, and between healthcare fears and purchase intention. These findings provide a deeper insight into the consumption behavior of Jordanian consumers and underscore the importance of customer attitude as a powerful intermediary that supports the path from individual awareness, societal factors, and health concerns to the purchase of natural products.