Greek consumers' perspectives on sustainable food: a cluster analysis approach
Authors: Varela Panagiota 
Published: November 2024

PurposeSustainable development has become increasingly urgent due to significant environmental and social challenges, and sustainable food consumption has emerged as a critical component of this development. This study examined Greek consumers’ sustainability preferences and explores consumer segments related to demographics and food choices.Design/methodology/approachAn online survey of 285 consumers from Attica, Greece, reported on a wide range of factors: environmental and health-related attributes, food waste, food miles, fair trade and sustainability perceptions.FindingsFive factors affecting food sustainability preferences were identified: environmental attributes, unhealthy preferences, organic qualities, local and seasonal attributes, and sustainability attitudes. Based on these factors, three consumer segments were discovered. Ecocentrics displayed strong attitudes towards sustainability; conformists exhibited a higher preference for conventional, Western-type diets; and convenientarians showed a preference for quick and affordable meals with limited concern for sustainability. Demographics (gender and age) and food consumption were associated with food sustainability preferences. Despite the financial constraints faced by most Greek consumers, food preferences and consumption patterns were consistent with sustainability principles, which may be explained by the long-standing tradition of the Mediterranean diet.Research limitations/implicationsThis study is not without limitations. The cross-sectional design prevents establishing causal relationships between demographic factors and sustainability preferences. Future research should explore longitudinal studies to assess how consumer preferences and sustainability behaviours evolve over time, particularly in response to environmental and economic changes. This would provide deeper insights into the durability and evolution of sustainability preferences. The sample used in this study was drawn from the Attica region, which is largely urban. Therefore, the findings may not be generalisable to other parts of Greece, especially rural areas where sustainability practices and food choices might differ. Future research should include more diverse geographic samples to better understand regional variations in consumer behaviour, particularly in rural settings.Practical implicationsThese findings strongly suggest the necessity of raising awareness regarding sustainable fast-prep meals, meat-substitute products and plant-based options that are local and organic.Social implicationsFurthermore, the recognition of gender and age as significant determinants of sustainable food behaviours challenges traditional assumptions and stereotypes about consumer behaviour, highlighting the need for a more inclusive and diverse approach to sustainability, that takes into account the varying perspectives and experiences of different demographic groups. This alignment between demographic characteristics and sustainable food behaviours underscores the need for targeted interventions and strategies to promote sustainability across diverse demographic groups. Ecocentrics have higher rates of marriage and parenthood, indicating that family dynamics might encourage more sustainable food choices.Originality/valueThe contribution of this study is twofold: (1) it provides data on consumer perceptions in an economically challenged Mediterranean country and (2) it offers new evidence on the actual size of sustainable/non-sustainable consumer segments in Greece. Understanding these consumer behaviours is crucial for developing targeted strategies that support sustainable practices and address the specific needs of low-income Mediterranean countries. By investigating these dynamics, this study provides valuable insights into the broader Mediterranean region, offering a framework for policymakers and businesses to address the evolving preferences and constraints of these consumers.