Abstract:

The present assignment investigates the physiognomy and the characteristics of the modern Greek green consumer, as well as the determinant, motivational and inhibitory factors of the consumption of organic foodon the Greeks. This survey was conducted between July 2015 and January 2016. The selection of the sample was done by using the method of simple selection and includes a random sample of N=558 individuals. The sample consists of 49.1% of males and 50.9% of women, aged from 19 to 77 years with the average age being 45.49 years old. From demographic factors, the level of education is a statistically significant determinant of organic food consumption. The tendency to eat organic food is done so by those who are at least graduates of higher education and in comparison outweigh those who are not. A statistically significant motivating factor for the consumption of organic food is the environmentally friendly attitude of the Greeks on the subject of recycling. The eco-friendly approach of the ecological certification of the product as a market criterion is a statistically significant driving force of organic food consumption as well as the belief in the consequences of their decisions as consumers for the natural environment and health on the planet. Inhibitors of organic food consumption are the tendency to consider the price of the product as a primary market criterion and the belief that green products (e.g. organic, eco- friendly etc.) are more expensive than the conventional ones. Both factors are largely related to the reduction in the income of the Greeks due to the economic crisis. Keywords: Green Consumption, Organic Products, Ecological Certification, Ordinal Regression.

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