Greek consumer perceptions and choices within the context of the globalization of large food distribution.Original Title Perceptions et choix des consommateurs grecs face a la mondialisation de la grande distribution alimentaire.

摘要

The expansion of multinational companies of production and distribution of a large number of products and the proliferation at world-wide level of the consequences of international agro-food system malfunctions has provoked ambivalence to the contemporary consumer regarding the changes that are being promoted. Due to the complexity of the system, the future seems more and more uncertain while the consequences of the expansion of companies are becoming much more intensive when they are involved in sectors concerning the general consumer public, like large distribution. The determination of consumer perceptions and choices is influenced by a conflict between the unknown global item proposed to them and the well-known traditional one, which they usually purchase. Among the promoted changes, private label products constitute a characteristic example reflecting the conservatism of Greek consumers.