Analysing consumers' ‘activism’ in response to rising prices

The purpose of this paper was to compose the profile of active consumers in Greece during a period of rising prices taking into account shifts in their consumption. A survey was conducted from 1 September 2008 to 21 November 2008 to collect the primary data source for the study. Questionnaires were administered to 200 consumers. To our knowledge this was the first attempt to offer insight into the characteristics of the Greek consumer in a period of economic crisis. For this purpose, econometric analysis was employed. Empirical results suggested that high‐income groups spend more for food commodities and are less likely to be active consumers. It was concluded that consumers have reduced spending for some basic and semi‐luxury products like fruits, meat, alcohol, sweets and coffee, and entertainment activities. The main factor which affected the reaction to price increases, as expected, was the monthly private income. Twenty per cent of the consumers are members of a national consumer movement organization, and support their actions against rising prices. Women, who research the market before purchasing a product, are more likely than men to participate in economic boycotts. By examining the profile of non‐active consumers and the reasons for their behaviour, we are able to propose a policy for the activation of the Greek consumer movement, which is necessary for the consumers' resistance to rising prices. Taking into consideration that Greek consumers face increased prices for food commodities and services, a policy framework to activate consumers is among the main prerequisites for maintaining consumers' well being. We suggest that the Greek Consumer Protection Institutes should regain consumers' confidence and focus on the dissemination of information about organized economic boycotts.