Trends in organic food choices and consumption: Assessing the purchasing behaviour of consumers in Greece

Abstract

Consumer interest in organic food has surged globally, driven by health, sustainability, and ethical considerations. Key factors include perceived safety, nutritional benefits, and environmental impact, while high prices and limited availability remain barriers. This study examines the factors influencing organic food preferences among Greek consumers, focusing on attribute importance, demographic variations, purchasing locations, and regional differences. A sample of 250 consumers was analysed using a best-worst scaling methodology to research the importance of organic food attributes. The two main attributes were then further analysed using ordinal regression models. Health benefits, particularly the absence of chemicals, emerged as the most valued attribute, followed by nutritional value, absence of GMOs, better taste expectations, and environmental impact. Certification showed intermediary importance, and price, country of origin, availability, and natural appearance were found to have lower importance. Women and highly educated individuals show greater recognition of organic food’s health and nutritional advantages. Consumers in rural regions exhibited stronger preferences for organic products, influenced by cultural traditions, trust in local sourcing, and economic accessibility, while urban consumers displayed more scepticism. For the Greek participants included in the study, supermarkets dominate organic food sales due to affordability and convenience.