Today, consumers consider food packaging to be as equally important as a product brand. In addition, the increase in smartphone usage by consumers has led marketers to design new forms of packaging. Among the latest marketing trends, smart packaging with the use of QR Codes is emerging as one of the most promising technologies to enhance the information provided to consumers and influence their buying behavior. This study evaluates the use of a QR Code on bottled milk and more specifically on milk produced by one of the most well-known “boutique” Greek dairy producers. It consists of two phases. In the first one, data was gathered from 537 consumers of the product to capture and analyze their (i) buying behavior, (ii) perception of the product’s package, and (iii) knowledge about the product. In the second phase, a Quick Response (QR) Code was placed on the bottle’s label. Consumers who scanned it were linked to a web page containing information on the product. A total of 308 from the 537 initial respondents scanned the code, accessed the site, and answered the second questionnaire. Similar to the first stage, (i) the consumers’ buying behavior, (ii) their perception of the product’s package, and (iii) their knowledge about the product were examined, following their visit to the above-mentioned website through the QR Code. The objective was to evaluate the use of web applications using enriched text information. The results show that a QR Code on the packaging of food products, which directs consumers to entertaining and enriched content, results in an increased level of usage intention. Moreover, they proved that comprehension and self-confidence are higher with the adoption of the QR Code. In addition, the use of QR Codes enables businesses to provide timely and accurate information and positively influence consumers′ buying behavior.

This study analyzes consumers’ perceptions of the Deposit Refund System (DRS) initiative in Greece. It aims firstly to measure the effectiveness of these systems in Greece. Secondly, based on elements from the Theory of Green Purchased Behavior, it identifies the motives of DRS users and how they affect DRS usage and perception. Data were gathered using a mail-out survey to consumers in various cities in Greece. The key finding supports the argument that moral motives significantly lower the costs associated with household recycling efforts. Moreover, Structural Equation Modeling (SEM) is used to examine the research hypotheses. The findings reveal that the DRS motives positively and statistically significantly affect the process of recycling and user perception of DRS. Moreover, the DRS perception affects the adoption of the DRS and complementary mediates the effect of motives for DRS adoption. The normalized model shows that an increase in motives by 1 unit will increase the perception of consumers for refundable recycling by 0.346 units. Similarly, an increase in the motives by 1 unit will increase the use of refundable recycling by 0.296 units.

Purpose: The purpose of this study is to examine the effect of the Greek partners' prior international joint venture (IJV) experience on partner compatibility, knowledge transfer (KT) and trust in their IJVs.Design/methodology/approach: The authors conducted a primary research study and collected a total of 50 useable questionnaires from Greek firms with IJV participation.Findings: The findings show a positive effect of the Greek partner's prior experience in IJV establishment and management on partner compatibility and on successful KT to the IJV.Practical implications: The results are significant for executives of firms who seek to expand to international markets through IJV formation and for practitioners involved in IJVs, regarding prior IJV experience, partner compatibility and KT to their IJVs.Originality/value: This study uses a sample of Greek firms with IJV participation to examine the effect of their prior IJV experience on IJV partner relations in the region of South East (SE) Europe. Additionally, it enhances the understanding of the effect of prior experience in the IJV establishment and management in emerging markets and sheds light to the antecedents of partner compatibility, which have been neglected by researchers.

Greece has a long tradition as a producer of table olives and is the second largest producer and exporter of edible olives in the European Union. The current economic crisis in combination with the local market’ small size has forced Greek companies to expand to international markets the past few years. The aim of this research paper is to examine the perceptions of Greek table olive exporters, regarding export success factors. The qualitative research method was used and 7 interviews were conducted with well-established table olive exporters. The interviews are structured and in the first part the exporters’ profile is examined (export experience, size, quantities exported, trade partners’ characteristics). In the second part their perception regarding product's properties (taste, aroma, etc.). The last section examines the table olive exporters’ perception of the market trends (consumption patterns, market segments, etc.).