Organic food: A Study of consumer perception and preferences in Greece

•Consumers’ perception on organic foods varies across Europe•Greek consumers present an average level of awareness in relation to organic food•Organic food price is considered prohibitive for systematic consumption•Consumers believe that organic food is mainly safer than conventional•Increased consumers’ awareness is needed to highlight organic foods’ environmental profile The last decades, organic food shows an increasing trend in production and consumption worldwide. The present study dealt with the depiction of the attitude of Greek consumers towards organic food. The objective was to illustrate whether Greek consumers are aware of the dynamics that organic foods possess, mainly to protect the environment and to maintain healthy life. A survey was conducted and in total 1945 questionnaires were collected from the general public and analyzed statistically, in order to assess the level of awareness and the profile of the consumers. The results revealed that the level of awareness is average and organic food price is considered prohibitive for systematic consumption. In terms of choice, Greeks believe that organic food is mainly safer, though without strongly supporting their environmental aspect. Based on these facts, it is necessary to systematically and intensively inform and increase consumers’ awareness about the essential reasons for supporting organic food, which are mainly related to the protection of the environment.