The impact of the Greek crisis on the consumers' behaviour: some initial evidences?

Abstract

Purpose - The purpose of this paper is to examine the changes on food consumption patterns of households, due to the ongoing economic crisis in Greece. Design/methodology/approach - 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. Findings - 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. Originality/value - 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.