Creative Commons

As the organic market continues to grow in Greece, consumers’ purchasing behaviour for organic products has emerged as an essential research topic. Moreover, the domestic organic industry has been constantly growing, and the organic consumers’ profile continuously evolves. The purpose of this study is to investigate: • The effect of various demographic factors on o consumers’ purchase history for organic products o consumers’ purchase likelihood for various categories of organic products. o consumers’ organic attitude and consumers’ perception of organic products. • The relationship between consumers’ willingness to spend more on organic products and (a) consumers’ organic attitude and (b) consumers’ perception of organic products. Specific hypotheses were developed to investigate this relationship. These hypotheses are presented in the next section. To accomplish this goal, we developed a large scale survey. The main findings indicate that consumers who exhibit high health preventing behaviour are more likely to spend more on organic products. Furthermore, it is important for them to eat healthy, safe and high quality products. Organic products need to be certified and be widely available.