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Honey is a product that has been consumed for thousands of years owing to honey's nutritional value and unique properties. This survey aimed to assess factors affecting consumer behaviour for honey in countries of the Balkans and Western Europe, on a comparative basis.

The high importance of honey consumption along with findings from previous surveys on consumer behaviour are included in the introduction chapter. Based on these, and focussing on the fundamental consumer behaviour theories (stimulus-organism-response (SOR) model, theory of planned behaviour (TPB), and health belief model (HBM)), a questionnaire was designed and answered by 2,113 individuals from the Balkans and Western Europe, of which 2,088 were honey consumers. Principal component analysis (PCA) analysis was used to interpret the results.

According to the analysis, both Western Europeans and Balkans consume honey weekly, whilst only a few consume honey daily. A crucial difference between the two samples is that Western Europeans consider honey to be an expensive product, whilst Balkans considers honey's price acceptable. In general, men consume more honey than women, and households with children purchase honey more often and in more significant quantities. In conclusion, the main reason affecting European honey consumption is the health impact, which is related to therapeutic properties and high nutritional value of honey.

PCA results clarified the factors affecting honey consumption, whilst at the same time, consumer profiles of Balkan and Western European consumers were outlined and compared with each other, outlining a more detailed description of honey consumption in Europe.

Since the moment genetically modified organisms (GMOs) and genetically modified (GM) foods first came into the market, there has been a continuous debate between those who are supporters and opponents of them. This paper aims to identify the rationale of acceptance or denial of GM foods into the market.

The Health Belief Model (HBM) successfully elucidates the consumer decision-making process for food selection. The questionnaire for this field of research consists of three parts. The first part refers to socioeconomic information, like sex, monthly income and educational level. The second part contains questions derived from the HBM. Interviewees had to use a 1-5 Likert scale for their answers, with 1 representing Total Denial, 3 for Neutral and 5 for Total Agreement. Finally, the third part consists of one question about the willingness to pay for GM foods or not.

There are significant differences between Greek consumers and consumers from other European countries – the most important one being their focus on food safety and nutritional issues – with their importance not being reduced by possible pricing discounts. Increase in the market share of GM food can occur only if special focus will be given in the implementation of promotion strategies verifying about the safety of use and increased nutritional value of them, having as a second priority, the implementation of an aggressive pricing policy towards non-GM foods.

This is an original field research, identifying the rationale of the food selection in the Greek market towards GM foods.

The purpose of this paper is to examine the changes on food consumption patterns of households, due to the ongoing economic crisis in Greece.

A sample survey among a random sample of 932 households living in the region of Thessaly, central Greece, was carried out, with the consuming behaviour to be focused on 20 basic food products. An exploratory factor analysis, followed by a hierarchical classification of the households, was implemented.

Six patterns of food consumption's behaviour have been detected, revealing that most of the households have modified their eating habits, by reducing the quantities consumed and/or looking for less expensive brands. Only 15 per cent of the households do not seem to be affected by the crisis and the austerity policy. The spatial dimension of the research signify that low-income households in urban areas, where the majority of the population lives, are deeply affected by the crisis, with these percentages to be even higher at semi-urban and rural areas.

This is the first attempt of assessment of the impact of the economic crisis in Greece on food consumption pattern, verifying its significant negative impact on an inelastic need, such food consumption is.

The purpose of this paper is to investigate the key determinants of dietary choices of the Greek population during a period of financial austerity.

Data from the 2016 “Health and Welfare” Greek national cross-sectional survey, in a representative sample of 2,003 individuals, were examined. The survey was conducted via computer-assisted telephone interviews. Sociodemographic characteristics and diet knowledge were examined as potential determinants of four dietary behaviours (fruit, fish, red meat and fast food consumption).

Findings showed significant gender differences against men (64.4% were overweight and obese; 57.6% and 18.4% reported red meat and fast food consumption more than twice a week, respectively). Age and financial affordability were the most significant determinants of fruit consumption. Fish consumption was determined by age, financial affordability, and family status (unmarried, living with the parents). Gender, age, family status (unmarried, living alone), employment status (unemployed) and social support affected red meat consumption. Finally, factors influencing fast food consumption were gender, age and employment status (unemployed).

This research incorporates unique and original insight in the determinants of healthy dietary choices during the austerity measures in Greece. Findings could contribute to a better understanding of the main factors that influence healthy eating and help develop policies to encourage healthy dietary lifestyles for the general public.