Are Greeks’ Unconcerned about Ethical Market Choices?"

An Ethical Unconcern (EthU) scale was constructed and its impact on Positive Ethical Consumption was examined. The procedure of EthU included literature search, brainstorming and discussion groups to generate the preliminary pool of 99 items, refinement of the scale via a students’ survey by the employment of item-to-total correlation and alpha-if-item deleted techniques. The initial scale was tested in a consumer survey conducted in the urban area of Thessaloniki, Greece. Item-to-total correlation and alpha-if-item deleted techniques were applied again, followed by Exploratory Factor Analysis (EFA) by the employment of PCA. The procedure left 21 items in five factors with eigenvalues greater than 1 explaining 61.34% of the variance. The five factors were named Boycott/ Discursive, Fair-Trade, Scepticism, Powerlessness and Ineffectiveness. The AMOS SPSS was then used to conduct confirmatory factor analysis. Goodness-of-fit results indicated that the measurement model fit the data well (χ2=594.226, p<0.000, CFI=0.926, NFI=0.899, TLI=0.910, RMSEA=0.066). The examination of the Positive Ethical Consumption indicated rare to occasional ethical buying choices among Greek consumers. The inhibiting role of Ethical Unconcern on Positive Ethical Consumption was found to be rather low.

Ethical Unconcern Scale: Construction and Validation

This paper presents the measure development procedure of an Ethical Unconcern (EU) scale. The procedure included literature search, brainstorming, discussion groups in order to generate the pool of the initial 99 items. A student survey was conducted in order to refine the measure. Item analysis and reliability assessment resulted in a final measure of 25 items. A consumer survey was conducted in the urban area of Thessaloniki, Greece to test the new EU scale. Item-to-total correlation and alpha-if-item deleted were applied in the consumer sample and the results indicated that all items obtained coefficients greater than 0.30. Exploratory Factor Analysis (EFA) was then conducted by the employment of PCA. After eliminating three items with a factor loading <0.50, the remaining 22 items indicated five factors (with an eigenvalue >1.0) explaining 62.65% of the variance. The five factors were named Doubt, Fair-Trade, Ethical, Scepticism and Powerlessness. Then Confirmatory Factor Analysis (CFA) was applied in order to test whether the EU measurement model fit the data well. The AMOS SPSS was used. Goodness-of-fit results indicated that the measurement model fit the data very well (χ2=741.95, p<0.000, CFI=0.926, NFI=0.903, TLI=0.911, RMSEA=0.062)

ETHICAL CONSUMERS IN GREECE: WHO ARE THEY?

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

Are Greeks’ Unconcerned about Ethical Market Choices?"

An Ethical Unconcern (EthU) scale was constructed and its impact on Positive Ethical Consumption was examined. The procedure of EthU included literature search, brainstorming and discussion groups to generate the preliminary pool of 99 items, refinement of the scale via a students’ survey by the employment of item-to-total correlation and alpha-if-item deleted techniques. The initial scale was tested in a consumer survey conducted in the urban area of Thessaloniki, Greece. Item-to-total correlation and alpha-if-item deleted techniques were applied again, followed by Exploratory Factor Analysis (EFA) by the employment of PCA. The procedure left 21 items in five factors with eigenvalues greater than 1 explaining 61.34% of the variance. The five factors were named Boycott/ Discursive, Fair-Trade, Scepticism, Powerlessness and Ineffectiveness. The AMOS SPSS was then used to conduct confirmatory factor analysis. Goodness-of-fit results indicated that the measurement model fit the data well (χ2=594.226, p<0.000, CFI=0.926, NFI=0.899, TLI=0.910, RMSEA=0.066). The examination of the Positive Ethical Consumption indicated rare to occasional ethical buying choices among Greek consumers. The inhibiting role of Ethical Unconcern on Positive Ethical Consumption was found to be rather low.

Greeks' intentions to visit a green hotel are influenced by Perceived Control and Past Experience

This research study addressed the ability of an extended with Past Experience model of the Theory of Planned Behavior (TPB) to reveal the Greek travelers’ intentions to choose a green hotel over a conventional one. Perceived Behavioral Control provided a stronger impact on intentions, followed by Subjective Norms and Past Experience, while Attitudes offered rather weak evidence of influence. The additional factor of Past Experience was found to be also correlated with Perceived Behavioral Control. Therefore, it can be implied that green hotels’ communication strategies should firstly underline the travelers’ own control to choose a green hotel, emphasizing that there are no time, money, or opportunity obstacles to restrict them. Secondly, visitors as well as distinguished persons, who have previously experienced a visit to a green hotel, should be promoted and valorized in an effort to increase social pressure. Thirdly, staying at a green hotel should be presented as a positive, environmentally beneficial while healthy, desirable, and enjoyable experience

Consumers’ Intentions to Buy Cosmetics and Detergents with Ingredients Made from Recycled CO₂

This paper aims to examine Greek consumers’ intentions to purchase innovative green cosmetics and detergents. The new products, not yet delivered to the market, will contain green chemicals produced by recycled CO2, sun, and water. A model of the Theory of Planned Behaviour extended by scepticism was conceptualised, and the relevant measures were originally developed for this study. A survey was conducted through electronic interviews with 306 respondents. Stratified sampling was implemented according to the population distributions of gender and age in Greece. The results revealed that perceived behavioural control was the stronger influencer of intentions, followed by subjective norms, while the impact of attitudes was found to be surprisingly weak. Scepticism was found able to moderate the relationship between subjective norms and consumption intentions, indicating that the influence of important persons on intentions towards green buying is stronger in those consumers who obtained a higher level of scepticism

Climate Change Risk Perceptions in a VBN Model to Predict Intentions to Buy Cosmetics and Detergents Containing Recycled CO2

&lt;p&gt;SunCoChem presentation delivered by Antonia Delistavrou, Associate Professor at the International Hellenic University (IHU) during&nbsp;the European Marketing Academy's Regional Conference (EMAC), taking place at the University of Piraeus in Athens (Greece) on September 27th-29th, 2023.&lt;/p&gt;&lt;p&gt;The SunCoChem project has received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No. 862192&lt;/p&gt

Cosmetics and Detergents with Recycled CO₂: A Cross-Country Study with a Modified by Risk Perception Values–Beliefs–Norms Model

This paper presents the examination of a values–beliefs–norms (VBN) model, modified by climate change risk perception, in France, Germany, and Spain, to investigate consumers’ intentions to purchase personal and house care products that are going to contain innovative ingredients made from recycled CO2. Electronic interviews were undertaken by a research agency on stratified (gender and age) samples in each country. Solely biospheric values indicated a statistically significant and positive causal relationship with risk perception. Risk perception provided the strongest of all impacts on awareness of consequences. Awareness of consequences affected the ascription of responsibility, and ascription of responsibility affected personal norms, which in turn generated consumption intentions. VBN was found powerful in explaining 58%, 60.2%, and 43.3% of the variance in intentions to buy CPGs with green chemical ingredients in French, German, and Spanish consumers, respectively. Moderation analysis indicated that the relationship between personal norms and consumption intentions is stronger in France and Germany than in Spain. Theoretical and practical implications are provided