Purpose: The aim of this paper is to identify consumers' attitudes and behaviour towards organic products in Greece.Design/methodology/approach: This paper draws on a non‐probability quota sample of 660 respondents to explore the attitudes and behaviour of Greek consumers towards organic food products.Findings: Greek consumers seem to be informed about environmental and health issues. They seek information about the nutritional value of food and demand more products free from chemical residues. The results show that most consumers associate organic consumption mainly with fruit and vegetables. Although demographics seem to affect attitudes towards organics, their value in explaining actual behaviour is minimal.Research limitations/implications: It is recognized that the data gathered in this study focus on the metropolitan area of Thessaloniki, Greece. The specific area though, is considered to be representative of the total Greek population. The results confirm that health, concern for the environment, animal welfare and support of the local economy are drivers of organic consumption. However, there is an indication that the importance of motives and barriers may vary for different product categories and perhaps future research should focus on product segmentation.Practical implications: Although certain similarities in consumers' attitudes towards organic food products have been identified, this paper records the variation in behaviour towards organics among the various consumer groups examined in Greece, and highlights the gap between attitudes and actual behaviour. Given the complexity of consumer decision making, future research should explore the other value trade‐offs that consumers make.Originality/value: This paper attempts to provide evidence on the relatively under researched area of organics attitudes and behaviour in Greece.

Purpose – The purpose of this paper is to examine consumer attitudes and behavior towards organic products and products produced under the system of integrated management (SIM) and to compare the socioeconomic characteristics and attitudes that affect consumers' willingness to pay (WTP) a premium for these two different certification systems. Design/methodology/approach – The study is based on cross-sectional data collected through a questionnaire survey. Respondents' attitudes towards the organic and SIM certification systems are examined. A principal component analysis (PCA) with varimax rotation was primarily applied to provide a more manageable set of variables relevant to attitudes. Those attitudes together with socioeconomic factors and variables relevant to respondents' motivations to food consumption were used for the estimation of the WTP for organic and SIM products. Findings – Findings suggest that consumers' level of awareness and information towards the studied certification systems is rather low especially for SIM products. This can be mainly attributed to the inadequate promotion and the low availability of certified products in the Greek market. The study also reveals that the WTP for organic products is higher among consumers who place much importance on health, consume organic fruits/vegetables and get information about food/nutrition issues from doctors/nutritionists/health institutes and magazines. WTP for SIM products is affected mainly by married consumers, regular buyers of organic products and those who consume frequently fruits/vegetables. Originality/value – This paper provides an outline of the level of awareness and trust of food quality certification systems by Greek consumers, a topic that has not been widely discussed in Greece. The findings can help all the involved bodies to avoid the impediments and develop an adequate marketing strategy for the effective promotion of certified food products.

Consumers' needs have grown to such an extent that they are sought out of nutritious and pleasant organoleptic foods, as well as functional foods. This study explores consumer attitudes towards health nutrition products and particularly functional foods, using data from a survey to 325 consumers. The results designate that consumers recognize different kinds of functional foods, willing to pay a premium for their purchase. They perceive that functional foods may contribute to easily follow a healthy and balanced diet and reduce the risk of health problems but appeared anxious about the health benefits these foods communicate in their labelling.

There is a pressing need for a transition toward more sustainable diets, which has become a shared priority for both consumers and businesses. Innovation is becoming increasingly widespread across all facets of the food supply chain. This innovation spans various domains related to production, including sustainable cultivation methods as well as new food technologies like gene editing, new product development like functional foods, and revitalizing underutilized and genetically diverse varieties to preserve biodiversity. However, not all innovative efforts are accepted by consumers and survive in markets. The interwoven and long agri-food supply chains often obscure the feedback loop between production and consumption. Consequently, it is important to understand to what extent consumers embrace these food innovations and form new eating habits. This review aims to investigate the consumer response to novel foods, focusing on behavioral factors, which have yet to receive as much attention as sensory factors. Peer-reviewed empirical articles from the last decade are examined inductively to develop a bird’s-eye view of the behavioral barriers to and drivers of consumer acceptance of novel foods. In addition, strategies to overcome the identified challenges associated with the behavioral barriers are reviewed and examined. Based on this, the study links cognitive biases with behavioral factors influencing consumer acceptance of novel foods. This study concludes that the inconvenience associated with abandoning established eating habits is typically perceived as a loss, and avoiding this inconvenience is deemed more worth the risk than the potential gains associated with novel food consumption. This study suggests that framing and placing pro-diversity labels could serve as effective behavioral interventions for marketing strategists and food policymakers.