The intense competition in the tourism sector increasingly pushes tourism destination marketers to seek more effective promotional practices, so that they remain competitive and attract more visitors. The fast expansion of the Internet and social media provides the opportunity for destination marketers to approach potential tourists in a simple and cost-effective way. While managing the official pages of destinations on social media, the basic question that arises is the configuration of the content, and how attractive this content could be for potential tourists. The purpose of this study is to investigate what elements of a destination, when displayed on social media, could be attractive factors for tourists. Through the analysis of push and pull tourism motivation factors in particular, this study focuses on the segmentation of the Greek market for those traveling abroad and the emergence of the basic elements that could attract each segment through social media. The respondents have been classified into four segments, according to the motives that more greatly influence their desire to travel. This analysis also shows the important relationships between these segments and the pull motivation factors on social media. The study concludes with findings and suggestions that can contribute to the planning of an effective social media marketing plan.

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.

The present study applied the theory of planned behavior (TPB) to examine consumers’ intention to shop online during the COVID-19 pandemic and its influence on purchasing behavior. The fear of shopping in a physical store due to COVID-19 was added to the model’s key factors, which included attitudes towards e-shopping, subjective norms, and perceived behavioral control. The study involved 406 participants aged over 18, who were all residents of the Regional Unit of Thessaloniki. The findings indicated that during the pandemic, the factors that influenced online purchase intention differed from those that would affect future purchase intention, with the fear of shopping in a physical store being the most influential. In particular, the results revealed that attitudes towards e-shopping, subjective norms, perceived behavioral control and fear of shopping at a physical store positively affected the intention to make online purchases during the pandemic. In contrast, only attitudes toward e-shopping and perceived behavioral control affect future purchase intention. Furthermore, as expected, the intention to shop online influences actual online purchase behavior.

This study aims to identify and evaluate packaging elements in the food industry, taking into account various business areas/disciplines. The research was conducted with a sample of 1219 customers. An initial pool of 43 packaging items was developed, aiming to examine the elements that have a relationship with consumer behavior in buying food products. Exploratory factor analysis (EFA) was conducted on a random split-half sample of the data to examine the factor structure of these elements in the general population. Confirmatory factor analysis (CFA) was conducted in the holdout sample. The EFA of the packaging items resulted in seven factors: (1) Informational content, (2) Content protection and recognition, (3) Smart functioning, (4) Geometry, (5) Environmental friendliness (6) Endurance, and (7) Coloration. The CFA in the holdout sample supported this factor structure. The findings are informed by the consumer attitudes and predispositions towards packaging, thus having useful managerial applications.