As environmental concerns gain prominence worldwide, understanding eco-friendly
consumer behavior has become vital for businesses and policymakers. In Greece, a
country with increasing exposure to climate-related challenges, many consumers
express a willingness to support sustainable products and practices. This dissertation
aims to investigate the actual purchasing behavior of Greek consumers in relation to
eco-friendly products—such as biodegradable packaging, organic food, energy-
efficient appliances, and sustainable fashion. It will explore the key motivations that
drive consumers to make environmentally conscious choices, including personal
values, social influence, health awareness, and brand trust. Additionally, the impact of
the demographic features of Greek shoppers on their behavior will be explored,
focusing in gender, age, educational level, income, etc.

Despite the growing awareness, there is often a gap between intention and action.
This research will identify the main barriers preventing consumers in Greece from
fully adopting eco-friendly consumption habits. Using a structured questionnaire
targeting a broad sample of Greek consumers, the study will examine obstacles such
as price sensitivity, limited product availability, skepticism about green claims, and
convenience issues. Analysis of primary data will be conducted with SPSS. The
findings will provide valuable insights for companies aiming to align with sustainable
consumer expectations, as well as for public campaigns promoting responsible
consumption in Greece.