The aim of this paper is to study consumers' buying behaviours towards certified eco-friendly food and to estimate their willingness to buy this food. It also examines the role of the retailer to replace the certification and to add value by analysing the consumer's 'willingness to switch store'...

Purpose: The objective of this study is to estimate the competitiveness for both the Greek food and beverage industry as a whole and the flour and milling industry, justifying the certain economic factors and the way which these factors affect on it. Design/methodology/approach: The Greek food...