Creative Commons

Eco-labels are marks that identify products or services proven environmentally preferable within a specific product or service category, while serving as important green marketing tools, thus, promoting eco-friendly buying behavior and sustainable consumption. Consumers’ attitudes towards eco-labels has gained attention during the last years, particularly as regards perceived motives and barriers for preferring ecolabeled products over conventional ones, eco-labelling awareness and other behavioral aspects. The aim of this thesis is to investigate Greek consumers’ attitudes towards eco-labelling, taking into account their demographic profile and motives for choosing eco-labeled products, in the context of the growing green consumerism trend taking place internationally. In order to do so, a quantitative research was performed with the use of a questionnaire, which was answered by 124 individuals. According to 4 the research findings, Greek consumers’ awareness of eco-labels is moderate, in line with their relatively limited level of environmental consciousness. It was also found that although Greek consumers hold generally positive attitudes towards eco-labeled products, such attitudes are not translated in a actual buying behavior. As such, it is recommended that eco-labels should be better communicated to Greek consumers, both by private companies and independent parties (e.g. environmental organizations, public bodies), in order to improve awareness and foster a positive behavioral environmentally friendly change.