The effects of consumer decision making styles on organic food purchase intention during CVID-19

This study aimed to profile consumer decision making styles (CDMSs) in the context of organic food and to examine the effect of CDMSs on organic food purchase intention (OFPI) of Turkish people during Covid-19. Furthermore, having healthy nutrition counseling, was investigated both in terms of CDMSs and OFPI during Covid-19. Consumer styles inventory (CSI) by Sproles and Kendall (1986) was adapted in the context of organic food with two more styles, health and environmental consciousness added to the study. The results, in which 369 people participated, showed that eight of the ten factors evaluated in total were validated by this study. When the effect of these eight factors on the intention to buy organic food was examined, seven factors were determined as effective: Perfectionism/High Quality Consciousness, Brand Consciousness, Confusion By Over Choice, Recreational/Hedonistic Shopping Consciousness, Impulsiveness, Health Consciousness and Environmental Consciousness. On the other hand, while Environmental Consciousness was found to be positively effective for having healthy nutrition counseling, Habitual/Brand Loyal Consciousness was found to be negatively effective. Additionally, having healthy nutrition counseling was found to be positively influencing OFPI during Covid-19.