Two-thirds of Greek consumers prioritize environmental protection, but only 17% are willing to pay a premium for eco-friendly products.
According to a survey conducted by the Institute of Retail Consumer Goods Research (IELKA) with a sample of 1,500 participants across Greece, these findings reveal a disconnect between expressed environmental concerns and actual consumer behavior, along with the financial struggles faced by many individuals.
IELKA also noted a significant lack of environmental awareness in various segments of the population, which may impact future environmental protection strategies and initiatives.
The survey, carried out in the first quarter of 2025, examines consumer perceptions regarding environmental awareness and their purchasing decisions related to product production, packaging, and retail practices.
Key Findings from the Survey
Specifically, the survey indicates that around 66% of consumers regard environmental issues as vital. There is a strong preference for practices that minimize environmental impact, with 57% desiring less plastic packaging for food, 63% wanting to reduce the environmental effect of their selected products, and 65% favoring products made through sustainable methods.
Yet, cost reigns supreme.
Despite this positive outlook, it does not translate into purchasing decisions. Only 17%, or 1 in 7 consumers, expressed willingness to pay more for environmentally friendly products.
Moreover, 37% indicated that they would consistently choose the less expensive option, even if one of the two comparable products is eco-friendly.
