Socially Responsible Consumption: A Quantitative Study of the Factors Influencing Greek Consumers’ Purchasing Behaviour

This study investigates the determinants of socially responsible consumption (SRC) by analysing the behavioural, and sociodemographic factors that influence Greek consumers’ self-identification as socially responsible. The research employs the François-Lecompte & Roberts scale to assess five key dimensions of SRC: corporate reputation, product origin, support for small businesses, cause-related purchases, and consumption reduction. A sample of 234 respondents participated in the study, with data analysed through principal component analysis, ANOVA, and binomial logistic regression. The results reveal that three factors—support for small businesses, preference for cause-related products and reduced consumption volume, significantly increase the likelihood of consumers identifying as socially responsible. Notably, sociodemographic variables such as age, gender, education, and income showed no statistically significant impact, challenging prior assumptions about their predictive role in SRC. The logistic regression model achieved 67.1% classification accuracy, with sensitivity and specificity rates of 66.4% and 68.1%, respectively, indicating moderate predictive power. These findings contribute to the literature by validating the François-Lecompte & Roberts scale to measure socially responsible consumption in a new context and highlighting the primacy of ethical motivations over demographic factors in responsible consumption.