The Impact of Modern Lifestyles on Eating Habits and Food Shopping Behaviors: A Case Study of Omnichannel Retail Consumers Aged 25–40 in Athens

Irene Samanta and Nikolaos Arkoudis ()
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Irene Samanta: Department of Business Administration, University of West Attica, 122 43 Egaleo, Greece
Nikolaos Arkoudis: Department of Business Administration, University of West Attica, 122 43 Egaleo, Greece

Sustainability, 2024, vol. 16, issue 17, 1-15

Abstract: The present study aimed to estimate the influence of the modern lifestyle, known also as the Westernized lifestyle, on the eating and food shopping behavior of omnichannel retail consumers in Athens. To collect the required data, this study constructed a questionnaire, which was answered by 130 adults, aged 25–40, who lived in Athens and were omnichannel retail consumers. It was found that the Greek diet has begun to adopt Western characteristics, presenting an increase in the consumption of fast and convenience food. However, the population has not moved dramatically away from the Mediterranean diet, which constitutes their traditional food model. As for Greek shopping behavior, this study indicated the factors that affected consumers when purchasing food products. The findings may help food managers to understand food consumers’ behavior and improve their strategies so as to better meet the needs of Greek individuals.

Keywords: modern lifestyle; consumer’s eating behavior; country of origin; omnichannel retail (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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