![ETHICAL CONSUMERS IN GREECE: WHO ARE THEY?](/api/image/getissuecoverimage?id=picture_2017_34849.jpg)
ETHICAL CONSUMERS IN GREECE: WHO ARE THEY?
The paper presents a segmentation on the basis of the overall ethicalconsumption concept for the first time in Greece. Four segments wereidentified: Ethical Consumers (18.09%), Boycotters (20.48%), EcologicalConsumers (27.86%) and Conventional Consumers (33.57%). The EthicalConsumers’ segment consists of well educated citizens, who adopt all ethicalbehaviours more frequently. These consumers were found to be more confidentthey can control politics, less materialists, most attracted by postmaterialistgoals, as well as less sceptical towards ethical products and less indifferentabout ethical consumption issues. This segment may be considered asattractive enough to be targeted by business and non-profit organisations.
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