Factors affecting Greek consumers' willingness to purchase products from medicinal and aromatic plants, cultivated and processed in Greece

Abstract

Medicinal & Aromatic Plant (MAP) products manufactured in Greece – such as essential oils, botanical extracts, and spices, are valued for their aromatic and medicinal properties. This study examines the main factors influencing the willingness to purchase (WTP) MAP products and evaluates their sustainability evaluation through the Triple Bottom Line (TBL) theoretical framework, which incorporates economic, social, and environmental dimensions. The study also explores the role of the socio-demographic variables, health consciousness (HC), product price (PP), perceived green value (PV), social influence (SI), and trust (T). A quantitative research design was employed, with data collected via a questionnaire distributed to 124 consumers across Greece using convenience sampling. Statistical analyses included descriptive analyses, correlations, multiple linear regression, and Mann Whitney U tests. Results indicate that socio-demographic factors (gender, age, educational level, income, place of residence) are not significantly related to WTP. The most influential predictors of WTP are health consciousness (β = 0.428, p < 0.001) and perceived green value (β = 0.238, p = 0.003). In contrast, social influence, product price, and trust do not significantly affect WTP. Although participants express positives attitudes toward all three dimensions of sustainability, only environmental concern shows a statistically significant positive relationship with WTP. There is limited consumer engagement in social and economic sustainability. Although the sample consisted primarily by female consumers and not fully representative of the Greek population, this research offers a novel interpretation of purchasing behaviour based on the green attitudes of this demographic.