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Exploring Consumers’ Purchasing Behaviour Regarding Organic Wine in a Convergence E.U. Region: The Case of East Macedonia and Thrace, Greece

In: Balkan and Eastern European Countries in the Midst of the Global Economic Crisis

Author

Listed:
  • Lambros Tsourgiannis

    (Region of East Macedonia and Thrace)

  • Anastasios Karasavvoglou

    (Kavala Institute of Technology)

  • Michael Nikolaidis

    (Kavala Institute of Technology)

Abstract

This paper examines the consumers buying behaviour towards organic food, particularly towards organic wine in a Convergence E.U. Region, the one of East Macedonia and Thrace (Emth) in Greece. Specifically, this study identifies the factors that affect consumers’ purchasing behaviour towards organic wine and classifies the purchasers into groups with similar buying behaviour. Field interviews were conducted in a random selected sample of 511 consumers in April and May of 2010. A multivariate statistical analysis on the data was used to identify consumers’ attitude towards organic wine. In particular, principal components analysis (PCA) was conducted to reveal that the factors affecting people’s preference in consuming organic wine are: (a) health safety and (b) prestige and curiosity. In the next stage, hierarchical and non hierarchical cluster techniques were applied which classified consumers with similar buying behaviour into three groups: (a) those influenced by prestige and curiosity, (b) the opportunists (those who are not influenced by any factor) and (c) those who showed a tendency to consume healthy products. Discriminant analysis was performed to assess how the identified factors derived from PCA could predict cluster membership. Finally, non parametric statistical tests were used to profile the identified group of consumers with regard to their personal traits as well as other factors affecting their consuming behaviour.

Suggested Citation

  • Lambros Tsourgiannis & Anastasios Karasavvoglou & Michael Nikolaidis, 2013. "Exploring Consumers’ Purchasing Behaviour Regarding Organic Wine in a Convergence E.U. Region: The Case of East Macedonia and Thrace, Greece," Contributions to Economics, in: Anastasios Karasavvoglou & Persefoni Polychronidou (ed.), Balkan and Eastern European Countries in the Midst of the Global Economic Crisis, edition 127, pages 133-155, Springer.
    • Handle: RePEc:spr:conchp:978-3-7908-2873-3_10
    DOI: 10.1007/978-3-7908-2873-3_10
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