• Antonia Delistavrou Alexander TEI of Thessaloniki, Department of Business Administration
  • Hristo Katrandjiev University of National and World Economy Sofia
  • Irene Tilikidou TEI of Thessaloniki



Ethical Consumption, Segmentation, Ethical Consumers, Ethical Unconcern, Materialism/Post-materialism, Policy Control, Demographics.


Presents a segmentation on the basis of the overall ethical consumption concept for the first time in Greece. Four segments were identified: Ethical Consumers (18.09%), Boycotters (20.48%), Ecological Consumers (27.86%) and Conventional Consumers (33.57%). The Ethical Consumers’ segment consists of well educated citizens, who adopt all ethical behaviours more frequently. These consumers were found to be more confident they can control politics, less materialists, most attracted by post-materialist goals as well as less sceptical towards ethical products and less indifferent about ethical consumption issues. This segment may be considered as attractive enough to be targeted by business and non for profit organisations.

Author Biographies

Hristo Katrandjiev, University of National and World Economy Sofia

Department of Marketing and Strategic Planning

Irene Tilikidou, TEI of Thessaloniki

Department of Business Administration


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How to Cite

Delistavrou, A., Katrandjiev, H., & Tilikidou, I. (2017). ETHICAL CONSUMERS IN GREECE: WHO ARE THEY?. Annals of Spiru Haret University. Economic Series, 17(3), 47–65.