ETHICAL CONSUMERS IN GREECE: WHO ARE THEY?
ETHICAL CONSUMERS IN GREECE: WHO ARE THEY?
Author(s): Antonia Delistavrou, Hristo Katrandjiev, Irene TILIKIDOUSubject(s): Social Sciences, Sociology of the arts, business, education, Socio-Economic Research
Published by: Editura Fundaţiei România de Mâine
Keywords: ethical consumption; segmentation; ethical consumers; ethical unconcern; materialism/postmaterialism; policy control; demographics;
Summary/Abstract: The paper presents a segmentation on the basis of the overall ethicalconsumption concept for the first time in Greece. Four segments wereidentified: Ethical Consumers (18.09%), Boycotters (20.48%), EcologicalConsumers (27.86%) and Conventional Consumers (33.57%). The EthicalConsumers’ segment consists of well educated citizens, who adopt all ethicalbehaviours more frequently. These consumers were found to be more confidentthey can control politics, less materialists, most attracted by postmaterialistgoals, as well as less sceptical towards ethical products and less indifferentabout ethical consumption issues. This segment may be considered asattractive enough to be targeted by business and non-profit organisations.
Journal: Annals of Spiru Haret University. Economic Series
- Issue Year: 17/2017
- Issue No: 3
- Page Range: 47-65
- Page Count: 18
- Language: English