Purchasing motives and profile of the Greek organic consumer: a countrywide survey

作者：Christos V. Fotopoulos, Athanasios Krystallis · 发表于：British Food Journal · 年份：2002 · DOI：10.1108/00070700210443110 · 被引用次数：340 · 研究领域：Environmental Sustainability in Business、Organic Food and Agriculture、Consumer Behavior in Brand Consumption and Identification

Abstract The present study attempts to offer more insights into the Greek organic market. It examines the organic products as "eco‐products", suitable for "green" consumers, who are ecologically/environmentally ecology‐aware and who are concerned with health and quality‐of‐life issues. Analysing a countrywide sample, the survey concludes that three consumer types exist in terms of attitude towards, purchase intention and awareness of organic products: the "unaware", the "aware non‐buyers", and the "(aware) buyers" (or simply buyers) of organic food products. After developing a detailed profile of the first two, the "aware buyers" type is segmented in terms of five groups of personality and behavioural factors, defined in the international literature as the driving forces of organic purchasing.