Exploring Consumers’ Purchasing Behaviour Regarding Organic Wine in a Convergence E.U. Region: The Case of East Macedonia and Thrace, Greece

  • Lambros Tsourgiannis
  • Anastasios Karasavvoglou
  • Michael Nikolaidis
Part of the Contributions to Economics book series (CE)


This paper examines the consumers buying behaviour towards organic food, particularly towards organic wine in a Convergence E.U. Region, the one of East Macedonia and Thrace (Emth) in Greece. Specifically, this study identifies the factors that affect consumers’ purchasing behaviour towards organic wine and classifies the purchasers into groups with similar buying behaviour. Field interviews were conducted in a random selected sample of 511 consumers in April and May of 2010. A multivariate statistical analysis on the data was used to identify consumers’ attitude towards organic wine. In particular, principal components analysis (PCA) was conducted to reveal that the factors affecting people’s preference in consuming organic wine are: (a) health safety and (b) prestige and curiosity. In the next stage, hierarchical and non hierarchical cluster techniques were applied which classified consumers with similar buying behaviour into three groups: (a) those influenced by prestige and curiosity, (b) the opportunists (those who are not influenced by any factor) and (c) those who showed a tendency to consume healthy products. Discriminant analysis was performed to assess how the identified factors derived from PCA could predict cluster membership. Finally, non parametric statistical tests were used to profile the identified group of consumers with regard to their personal traits as well as other factors affecting their consuming behaviour.


Organic Product Organic Food Premium Price Quadratic Discriminant Analysis Healthy Product 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Lambros Tsourgiannis
    • 1
  • Anastasios Karasavvoglou
    • 2
  • Michael Nikolaidis
    • 2
  1. 1.Region of East Macedonia and Thrace, Regional Unit of Xanthi and Research Fellow in the Department of Accountancy, School of Business and EconomyRegion of East Macedonia and ThraceXanthiGreece
  2. 2.Accountancy Department, School of Business and EconomyKavala Institute of TechnologyKavalaGreece

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