Exploring the Greek organic market: not-purchasing reasons and future buyers' identification

摘要

The present study examines the organic products in Greece as products suitable for consumers conscious of matters of environment, who follow a wider health and quality-sensitive way of life. Analysing a countrywide sample, the survey concludes that three consumer types exist in terms of attitude, purchase intention and awareness of organic products: the "unaware", the "aware non-buyers", and the "(aware) buyers" of organic food products. The "aware non-buyers" are segmented in terms of five personality and behavioural factors defined in the literature as the driving forces of organic purchase. Rejection reasons for organic products and potential organic buyer segments are revealed and their prqfile is fully described.