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Greek Consumers’ Behaviour Towards Fast-Food Consumption

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  • Aldrina Jashari
  • Panagiotis Kotsios

Abstract

Fast food has become a very popular nutritional habit for consumers and a billion dollars market for businesses across the world. As in most countries, in Greece there are thousands of fast food businesses that aim at satisfying the growing demand for fast food. However, there is lack of research about the behaviour of Greek consumers regarding fast food consumption. On this context, the goal of this research was to investigatethe frequency of consumption in Greece, the most popular types of fast food, the criteria with which consumers make consumption decisions and the environmental, economical, ethical, cultural and psychological factors that influence their buying behaviours. The results of the research show wide popularity of fast food consumption among Greek consumers and a clear trend towards healthy, tasty, easily accessible and not necessarily low-cost fast food.

Suggested Citation

  • Aldrina Jashari & Panagiotis Kotsios, 2020. "Greek Consumers’ Behaviour Towards Fast-Food Consumption," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(3), pages 1-73, March.
    • Handle: RePEc:ibn:ijmsjn:v:11:y:2020:i:3:p:73
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    References listed on IDEAS

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    3. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 369-391, September.
    4. Benjamin Sexauer, 1979. "The Effect of Demographic Shifts and Changes in the Income Distribution on Food-Away-from-Home Expenditure," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 61(5), pages 1046-1057.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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