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The study aims to examine consumer behaviour towards fresh tomatoes and to reveal the factors that influence consumption leading to an adoption of a healthy diet.

A consumer survey was carried out in Thessaloniki (Greece) and 337 self‐reported questionnaires from tomato consumers were used in the analysis. The major consumer segments are illustrated and interventions to promote tomato consumption are suggested.

The findings from principal component analysis indicate that the main factors that influence consumption of fresh tomatoes are: “nutrition value”, “organoleptic characteristics” of tomatoes and “eating habits” of consumers. A two‐step cluster analysis revealed three segments of tomato consumers labelled as “Tomato‐loyals”, “Sensorialists” and “Health‐conscious”.

The findings reveal the consumption characteristics of each consumer segment where tailored social marketing plans can be developed based on this work. The findings will be of interest to food marketers and food policy makers, as they can contribute to addressing obesity problems in Europe in general and Mediterranean countries in particular.

The paper identifies the underlying reasons for eating fresh tomatoes, which can lead to the adoption of a healthy diet and can support policies towards that. It also reveals new consumer segments and highlights differences between them. In addition, it highlights the interventions to increase tomato consumption of each segment. Finally, it employs a cluster analysis technique, two‐step cluster analysis, which has not been widely used in marketing research.

The purpose of this paper is to analyse consumer behavior during the purchase of floral products in the Greek region and to reveal the socio‐economic characteristics that affect consumers' considerations concerning the selection of both cut flowers and pot plants.

The study is based on cross‐sectional data collected through a questionnaire survey with personal interviews. Respondents' reasons for purchasing floral products are examined. A principal component analysis with varimax rotation was applied in order to provide a more manageable set of variables relating to purchasing. The socio‐economic factors of these reasons were used for estimating the significant relation that exists between them.

People purchase cut flowers and pot plants as part of quality of life, as a convenient gift to other people, for religious and social occasions. Significant differences were revealed only in terms of gender and education level of the respondents with a proportion of females and educated people being higher during purchasing floral products.

The findings can improve the marketing mix strategy for floral products. Such information is important for the market bodies involved in the floral market and the results of this study are unique and can assist researchers and marketers with an understanding of significant reasons for purchasing floral products. Comparative insights are also provided in terms of the similarities being present between the purchasing of both floral and food products.

This paper provides consumer reasoning for buying floral products and illustrates the subsequent socio‐economic characteristics.

The present study aims at investigating consumers' pork meat quality perception, focusing on the stage prior to consumption. Furthermore, market segmentation is attempted on the basis of specific socio‐demographic characteristics, pork consumption habits and quality perception.

A field research was performed in a Greek urban area, Thessaloniki. The research was based on consumers' quality evaluations of pork meat pictures, which were computer‐manipulated to acquire different levels of two intrinsic quality cues (colour and marbling), while labels were added indicating various levels of two extrinsic quality cues (price and origin). Data were analysed by means of conjoint analysis.

Results indicate that Greek consumers appear to attach more importance to marbling when forming pork quality judgments. Price is classified second in importance closely followed by colour, while country of origin appears to be the least important factor affecting quality perception of pork.

The study has employed only a number of quality cues, hypothesising that these cues principally influence consumers' decisions on pork quality. This restricted number of cues was decided so that consumers could more easily and effectively respond to the data collection procedure. As a result, some cues that could possibly be used by consumers were not included.

Although quality perception of meat has been researched before in Greece, the procedure followed in the present study was employed for the first time to investigate quality perception of pork meat.

The aim of this paper is to analyse the role of “trust” and “confidence/pessimism” in influencing consumer attitudes and buying intentions with respect to retail brands and products.

Following a review of the relevant literature, the paper presents a conceptual model of buying intentions regarding retail brands. The model is then tested quantitatively by structural equation modelling analysis using a sample of 581 adult consumers that are decision makers in their households regarding purchases of detergent brands.

The results show that the consumers' degree of confidence/pessimism regarding their general economic situation and their trust in retail brands are directly influencing the perceived benefits and indirectly their attitudes; the later having a direct impact on their purchase intentions.

Caution should be exercised in extrapolating the results from the present research context to other product categories and research settings.

The variables of “trust” and “confidence/pessimism” facilitate a more effective utilisation of the marketing mix with regard to retail brands.

The paper provides novel insights into consumer behaviour with regard to detergent retail brands. In particular, the variable of “confidence/pessimism” is especially relevant in the context of the prevailing adverse economic conditions.