In this research, the attitude of European young adults (age 18 to 30 years) regarding their consumption of local and traditional products was examined. The survey was conducted on a sample of 836 consumers from seven European countries (Greece, Bulgaria, Romania, Slovenia, Croatia, Denmark and France). Data collection was made by distributing a developed questionnaire through social media and university mail services. Principal Component Analysis (PCA) was used to identify consumer perception comparing the overall sample with two subsets (consumers from Eastern and Western European countries). Six major factors were revealed: consumer behavior, uncertainty about health issues, cost, influence of media and friends and availability in store. Young adults had a positive attitude to local and traditional food products, but they expressed insecurity about health issues. Cost factor had less of an influence on interviewees from Eastern European countries than those from the overall sample (3rd and 5th factor accordingly). Influence of close environment was a different factor in Eastern countries compared to Western ones, for which it was common to see an influence from media. Females and older people (25–30 years old) have fewer doubts about Traditional Food Products, while media have a high influence on consumers’ decisions. The aim of this survey was to identify the consumer profiles of young adults and create different promotion strategies of local and traditional products among the two groups of countries.

The purpose of this research is to assess the impact of important aspects leading to the further development of e-trade in the retail market and to identify the rationale behind consumer preferences. The degree of total service (adequacy of staff, reception) and the overall satisfaction regarding the facilities (organization and hygiene level of the supermarket) are the main factors influencing consumers’ decisions for their purchases. Other important components are the degree of coverage of needs in quality products, the intention to use an online store, the interest of consumers in finding quality and safe food, having at the same time information about their prices and possible offers. A quite important criterion is the degree of physical accessibility to the store. The main norm about using e-trade platforms instead of physical presence in supermarkets is quite low. It is tested though if there are significantly different approaches among customers of different firms, with no surprising results to be obtained. Customers familiarized with e-shopping, to a greater extent, are highly educated but quite sensitive to price issues as well. Τhe findings of this survey reflect the consumers’ decision-making process to familiarize and use electronic platforms, instead of visiting physical stores for shopping, based on a group of motives and anti-motives relative to this alternative.

Purpose: – The purpose of this paper is to examine the changes on food consumption patterns of households, due to the ongoing economic crisis in Greece. Design/methodology/approach: – A sample survey among a random sample of 932 households living in the region of Thessaly, central Greece, was carried out, with the consuming behaviour to be focused on 20 basic food products. An exploratory factor analysis, followed by a hierarchical classification of the households, was implemented. Findings: – Six patterns of food consumption's behaviour have been detected, revealing that most of the households have modified their eating habits, by reducing the quantities consumed and/or looking for less expensive brands. Only 15 per cent of the households do not seem to be affected by the crisis and the austerity policy. The spatial dimension of the research signify that low-income households in urban areas, where the majority of the population lives, are deeply affected by the crisis, with these percentages to be even higher at semi-urban and rural areas. Originality/value: – This is the first attempt of assessment of the impact of the economic crisis in Greece on food consumption pattern, verifying its significant negative impact on an inelastic need, such food consumption is.

Purpose: Since the moment genetically modified organisms (GMOs) and genetically modified (GM) foods first came into the market, there has been a continuous debate between those who are supporters and opponents of them. This paper aims to identify the rationale of acceptance or denial of GM foods into the market. Design/methodology/approach: The Health Belief Model (HBM) successfully elucidates the consumer decision-making process for food selection. The questionnaire for this field of research consists of three parts. The first part refers to socioeconomic information, like sex, monthly income and educational level. The second part contains questions derived from the HBM. Interviewees had to use a 1-5 Likert scale for their answers, with 1 representing Total Denial, 3 for Neutral and 5 for Total Agreement. Finally, the third part consists of one question about the willingness to pay for GM foods or not. Findings: There are significant differences between Greek consumers and consumers from other European countries – the most important one being their focus on food safety and nutritional issues – with their importance not being reduced by possible pricing discounts. Increase in the market share of GM food can occur only if special focus will be given in the implementation of promotion strategies verifying about the safety of use and increased nutritional value of them, having as a second priority, the implementation of an aggressive pricing policy towards non-GM foods. Originality/value: This is an original field research, identifying the rationale of the food selection in the Greek market towards GM foods.