A recent study conducted by the Institute of Retail Consumer Goods Research (IELKA) sheds light on Greek consumer attitudes toward environmental protection and food waste in the first quarter of 2025. The findings reveal a clear gap between expressed environmental concern and actual consumer behavior, especially when it comes to paying more for eco-friendly choices.

According to the research, approximately two in three consumers consider environmental protection an important factor when purchasing food. Preferences lean toward practices that reduce environmental impact: 57% want less plastic packaging, 63% prefer products with a lower environmental footprint, and 65% are in favor of products made with environmentally friendly practices.

Yet this stated concern does not seem to translate into purchasing habits. Only 17% of respondents—roughly one in seven—say they are willing to pay more for products produced in an environmentally responsible way. The same small percentage is willing to spend extra at retailers that adopt eco-friendly operations.

Price remains a key factor, with 37% of consumers saying they would always choose the cheaper of two identical products—even if the other is more environmentally friendly.

Interestingly enough, consumers show greater willingness to support animal welfare, with 39% ready to pay more for cruelty-free products—highlighting a gap between values and spending, shaped in part by financial constraints.

In parallel, the study also points to relatively low food waste, with 59% of households admitting to discarding some food and 41% claiming none—though researchers caution these figures may underestimate actual waste due to social desirability bias.

Even these modest self-reported waste levels correspond to an average of 40 kilograms—or over 150 euros—worth of food discarded per household each year, amounting to roughly 3.3% of total food consumption.

Only 11% of respondents perceive their household as wasting a significant amount of food, despite the fact that 94% express feelings of guilt about throwing food away.

As for the main causes of food waste, 51% cite poor management of leftovers, while 33% admit to routinely buying more than they actually need.