Abstract The present study attempts to investigate the consumer decision making styles (CDMS) in the organic food category. Sproles and Kendall’s Consumer Styles Inventory (CSI) instrument (1986) was modified and applied in the organic food-product context. Further, two additional constructs identified from the literature were included, namely; environmental consciousness and health consciousness. Responses were collected from 527 young consumers using convenience sampling approach and analyzed with the help of Exploratory Factor Analysis and Structural Equation Modelling. Out of eight CDMS, five styles, namely perfectionism (high quality consciousness); brand consciousness; recreational (hedonistic shopping consciousness); price consciousness and brand loyalty reported significant influences on consumers’ organic food purchase intention. Further, both the additional constructs (environmental consciousness and health consciousness) were also found significant. The finding of the study will help the organic food marketers in identifying the factors important for organic food purchases.

中文翻译：

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应用消费者风格量表（CSI）预测印度年轻消费者购买有机食品的意愿

摘要 本研究试图调查有机食品类别中的消费者决策风格（CDMS）。Sproles 和 Kendall 的消费者风格清单 (CSI) 工具 (1986) 被修改并应用于有机食品环境中。此外，还包括了从文献中确定的两个额外的构建体，即；环保意识和健康意识。使用便利抽样方法收集了 527 名年轻消费者的回答，并借助探索性因素分析和结构方程建模进行了分析。八种CDMS，五种风格，即完美主义（高品质意识）；品牌意识；休闲（享乐购物意识）；价格意识和品牌忠诚度对消费者的有机食品购买意愿有显着影响。更多，额外的结构（环境意识和健康意识）也被发现很重要。研究结果将帮助有机食品营销人员确定购买有机食品的重要因素。