This dissertation was written as part of the MSc in Environmental Management and Sustainability at the International Hellenic University.
Due to the rise of environmental consciousness, the importance for educated end buyers is significant. Though, over the past years, both consumer awareness and consumer
attitudes toward sustainable products / services have increased, the main elements of
this change on consumers’ behaviour have not been defined yet. Moreover, in Greece,
where the study took place, environmental attitude is still trying to find its way in our
society. The purpose of this study is to explore through the literature review the consumers’ behaviour towards green products and hopefully to provide further information
on it and its understanding.
A survey has been conducted and 100 validated responses were collected. This research
has tried to reveal the profile of the end buyer and assess if there is currently a growing
green market or if it would be possible for one to thrive in the future.
The results of the current research have provided an insight into the consumers’ behaviours and assumptions in Greece and offered a comprehensive understanding of the effect of the different elements on the end buyers’ final choices. In conclusion based on
the survey, the end buyer is environmentally conscious, even if not always properly informed, and willing to pay a slightly higher price in order to purchase a green product.
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