Investigating determinants of green consumption: evidence from Greece

Purpose - The purpose of this paper is to outline the green consumer’s profile in Greece, during a period in which the country faces economic difficulties because of crisis. A further investigation of the respondents’ attitude toward environment is attempted. Finally, the role of several socio-demographic characteristics is analyzed, along with the environmental principles in green consuming behavior. Design/methodology/approach - Primary data were collected through door-to-door interviews of 250 residents in the metropolitan area of Athens by using a structured questionnaire. Statistical analysis was performed using SPSS 20.0 and qualitative analysis through NVivo 11. Findings - The present study confirms that although consumers became more price sensitive after crisis, they maintain their environmental values. High environmental principles lead to green purchases and several socio-demographic characteristics are closely related to green consumption. Research limitations/implications - The sample strictly originated in the metropolitan area of Athens. Several variables as a measure of behavioral intention might be questionable. The empirical findings could have significant implications in green government policies and in relevant campaigns Originality/value - The study provides important evidence toward consumers’ participation in certain green habits and also confirms that the environmental values, along with several socio- characteristics, are a consistent predictor of the green consuming attitude. The above findings could contribute to the redefinition of green campaigns and policies, to improve the penetration of green products in the markets.