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.