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Ethical Consumers In Greece: Who Are They?

Author

Listed:
  • DELISTAVROU, Antonia

    (TEI of Thessaloniki, Department of Business Administration)

  • Katrandjiev, Hristo

    (University of National and World Economy)

  • TILIKIDOU, Irene

    (TEI of Thessaloniki, Department of Business Administration)

Abstract

The paper presents a segmentation on the basis of the overall ethical consumption concept for the first time in Greece. Four segments were identified: Ethical Consumers (18.09%), Boycotters (20.48%), Ecological Consumers (27.86%) and Conventional Consumers (33.57%). The Ethical Consumers’ segment consists of well educated citizens, who adopt all ethical behaviours more frequently. These consumers were found to be more confident they can control politics, less materialists, most attracted by postmaterialist goals, as well as less sceptical towards ethical products and less indifferent about ethical consumption issues. This segment may be considered as attractive enough to be targeted by business and non-profit organisations.

Suggested Citation

  • DELISTAVROU, Antonia & Katrandjiev, Hristo & TILIKIDOU, Irene, 2017. "Ethical Consumers In Greece: Who Are They?," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 17(3), pages 45-67.
    • Handle: RePEc:ris:sphecs:0264
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    References listed on IDEAS

    as
    1. Young Min Baek, 2010. "To Buy or Not to Buy: Who are Political Consumers? What do they Think and How Do they Participate?," Political Studies, Political Studies Association, vol. 58, pages 1065-1086, December.
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    3. Eleni Papaoikonomou & Gerard Ryan & Matias Ginieis, 2011. "Towards a Holistic Approach of the Attitude Behaviour Gap in Ethical Consumer Behaviours: Empirical Evidence from Spain," International Advances in Economic Research, Springer;International Atlantic Economic Society, vol. 17(1), pages 77-88, February.
    4. Young Min Baek, 2010. "To Buy or Not to Buy: Who are Political Consumers? What do they Think and How Do they Participate?," Political Studies, Political Studies Association, vol. 58(5), pages 1065-1086, December.
    5. repec:kap:iaecre:v:17:y:2011:i:1:p:77-88 is not listed on IDEAS
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    More about this item

    Keywords

    ethical consumption; segmentation; ethical consumers; ethical unconcern; materialism/postmaterialism; policy control; demographics;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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