Exploring Consumers’ Attitudes towards Wood Products that could be Derived from Transgenic Plantations in Greece

This paper aims at exploring consumers’ purchasing behaviour towards wood products that could be derived from transgenic plantations. Field interviews were conducted and analysis was performed on a sample of 231 consumers, who declared that they would buy such wood products. Principal Components Analysis indicated that the main factors affecting consumers’ purchasing behaviour towards those products are promotion issues, product features and labelling. Through cluster techniques 3 groups of consumers with similar consumption behaviour were identified: ((a) Consumers influenced by marketing issues, (b) Opportunists (c) Consumers interested in product features. Discriminant Analysis was performed to predict cluster membership and a non parametric test to profile each consumer group according to personal characteristics and attitude towards establishment of transgenic forest plantations.