School of Economics, Business Administration and Legal Studies, Executive MBA
The present study attempts to provide substantial information and a better understanding of Thessaloniki’s organic food market and to outline its consumers’ profile. It also identifies the different O.P.P. consumer types and concludes in the profile of the most typical type as well as Organic Food Market’s duration, future course and sustainability.
For the purpose of this study, a questionnaire consisting of 33 questions was distributed to O.P.P. consumers. Their responses lead to grading organic products according to their distinct features based on their attributed importance.
The study classifies the demographic and socio-economic factors according to their contribution to consumer purchasing decisions. Moreover, it points out the primary reasons for selecting organic products, it identifies the most representative type of Thessaloniki’s O.P.P. consumer and answers, by providing substantial evidence, to the question of whether this noticeable turn in organic food consumption is fashion or a long term trend.