Τμηματοποίηση της αγοράς των πράσινων καταναλωτών : εμπειρικά ευρήματα από την Ελλάδα
The present study investigates the demographic and psychographic factors that shape attitude, intention and purchase behaviour of Greek consumers regarding environmentally responsible consumption. Additionally, examines the impact of demographic factors in shaping the profile of environmentally responsible consumers in Greece. For this reason, an electronic survey was conducted and was collected a sample of 360 participants from all over Greece. After the collection, was performed statistical analysis of the data and were drawn the main conclusions. The study is structured in 10 chapters. The first 3 chapters include literature review of demographic and psychographic factors, the main consumption theories and perceived consumer value in relation to the environmentally responsible consumption. Chapters 4-9 present the research methodology, the results and the statistical processing of the data. Finally Chapter 10 presents the conclusions of the survey and some proposals. The survey results suggest that certain demographic factors such as income, age and place of residence have a significant impact on the differentiation of consumer behaviour and the consumer segment that exhibits a greater degree of environmentally responsible behaviour consists mainly of middle age women of middle and high income and higher education graduates.