Abstract

Fast food has become a very popular nutritional habit for consumers and a billion dollars market for businesses across the world. As in most countries, in Greece there are thousands of fast food businesses that aim at satisfying the growing demand for fast food. However, there is lack of research about the behaviour of Greek consumers regarding fast food consumption. On this context, the goal of this research was to investigatethe frequency of consumption in Greece, the most popular types of fast food, the criteria with which consumers make consumption decisions and the environmental, economical, ethical, cultural and psychological factors that influence their buying behaviours. The results of the research show wide popularity of fast food consumption among Greek consumers and a clear trend towards healthy, tasty, easily accessible and not necessarily low-cost fast food.

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