Cross-national analysis of consumer preferences for organic food in Portugal, Spain, and Greece: Socio-demographic drivers and attribute importance

Abstract

Consumer demand for organic products has grown substantially in Southern Europe, driven by health, environmental, and ethical concerns. Understanding cross-country differences in attribute preferences and sociodemographic influences is critical to inform marketing strategies and policy interventions targeting organic food consumption. To perform a comparative study across Portugal, Spain, and Greece, regular organic consumers were surveyed (250 per country) using a culturally adapted Best–Worst Scaling questionnaire. Socio-demographic variables and ten organic food attributes were analysed using MANOVA, Kruskal–Wallis tests, PCA, and cluster analysis. Spanish and Portuguese consumers prioritised health, environmental impact, absence of GMOs, and certification, while Greeks emphasised price, appearance, taste expectation, and nutrition. Age, gender, and education influenced attribute importance differently across countries, revealing distinct national consumption patterns and preferences. Findings highlight substantial heterogeneity: health and environmental attributes dominate in Portugal and Spain, reflecting strong certification and sustainability awareness, whereas Greek consumers focus on value, sensory qualities, and nutrition, indicating lower organic uptake and stronger price sensitivity. Older and more educated consumers valued certification and provenance, women emphasised health and environmental benefits, and men responded more to convenience and status cues. These patterns suggest that marketing and policy strategies should combine universal motivators with tailored approaches addressing national, demographic, and cultural differences to enhance organic consumption. Cross-country differences reveal the need for context-specific interventions promoting organic food while leveraging common health and sustainability drivers.