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Consumer Preferences and Sustainability in the Food and Beverage Sector: Empirical Evidence in Greece During the COVID-19 Pandemic

Author

Listed:
  • Paraskevi Boufounou

    (Department of Economics, National and Kapodistrian University of Athens, 10559 Athens, Greece)

  • Panagiotis Chatzimichalis

    (Department of Economics, National and Kapodistrian University of Athens, 10559 Athens, Greece)

  • Kanellos Toudas

    (Department of Agribusiness and Supply Chain Management, Agricultural University of Athens, 11855 Athens, Greece)

  • Chrisovalantis Malesios

    (Department of Agricultural Economics and Rural Development, Agricultural University of Athens, 11855 Athens, Greece)

  • Antonios Skouloudis

    (Department of Environment, University of the Aegean, 81132 Mytilene, Greece)

Abstract

This study focuses on the interplay between digital marketing and the F&B industry in Greece during the health crisis of COVID-19 in shaping consumer choices. The theoretical section discusses the most popular digital marketing methods and their importance, particularly during a crisis that confined most citizens to their homes and forced F&B stores to find new ways to attract customers. From an empirical perspective, a survey was conducted utilizing a structured questionnaire, involving 70 consumers in Athens, Greece. Participants expressed their views through closed-ended questions on the criteria for selecting F&B stores, the positive and negative aspects of digital marketing, and their preferences in general, as well as specifically for restaurants, bars, and cafés. The findings highlight that consumer confidence is a key priority (as the most important criterion for selecting F&B stores is the quality of the products) and that digital transformation of the F&B industry is essential as it can bolster resilience and drive growth in the F&B sector amid ongoing challenges.

Suggested Citation

  • Paraskevi Boufounou & Panagiotis Chatzimichalis & Kanellos Toudas & Chrisovalantis Malesios & Antonios Skouloudis, 2025. "Consumer Preferences and Sustainability in the Food and Beverage Sector: Empirical Evidence in Greece During the COVID-19 Pandemic," Sustainability, MDPI, vol. 17(23), pages 1-28, November.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:23:p:10734-:d:1807348
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