Olive oil is a traditional agricultural product for Greece and holds a remarkable place in the food industry, as well as a great importance for the economic and social life of the country. However, although Greece produces olive oil of high quality, the small market share of branded products hampers the competitiveness of the olive oil sector. Therefore, branding in the olive oil market is emerging as a key factor in boosting the competitiveness of the industry. The aim of this thesis is to investigate the impact of branding on the behaviour of Greek consumers towards olive oil products. The survey involved 488 consumers in Thessaloniki city. According to the research results, based on correlation test and t-test, it has been established that the preference for an olive oil brand is associated with increased brand awareness and higher levels of loyalty. Finally, it was found that higher consumption of olive oil is associated with a higher degree of brand recognition and stronger perceptions of its superiority to competitors. Based on the findings of the study, it can be concluded that the enhancement of the competitiveness of the sector, both domestically and internationally, can contribute the adoption of integrated branding strategies aimed at diversifying Greek products from competition, promoting their qualities and attracting long-term loyal customers.

Evidence shows that sustainability not only helps a business case getting stronger, but also embraces a sustainability agenda which can stimulate innovation, pushing companies to rethink their operations, products and business models. In addition, during the past few years the demand for organic wine has increased and many Greek businesses have entered the market, advertising the superiority of organic wine. The main objective of this study is to portray the need for an implementation of new technologies in the distribution and supply of organic wine in the city of Xanthi. Furthermore, the investigation of consumers' attitude will constitute the basis for further development of business strategies regarding sustainability and innovation in the agri-food chain. From the quantitative and qualitative data, the statistical analysis will provide findings on consumer behavior, attitudes, new trends, and factors that affect the choice of organic wine. Finally, the current paper is indicative of the general consumer stance towards organic-products.

Evidence shows that sustainability not only helps a business case getting stronger, but also embraces a sustainability agenda which can stimulate innovation, pushing companies to rethink their operations, products and business models. In addition, during the past few years the demand for organic wine has increased and many Greek businesses have entered the market, advertising the superiority of organic wine. The main objective of this study is to portray the need for an implementation of new technologies in the distribution and supply of organic wine in the city of Xanthi. Furthermore, the investigation of consumers' attitude will constitute the basis for further development of business strategies regarding sustainability and innovation in the agri-food chain. From the quantitative and qualitative data, the statistical analysis will provide findings on consumer behavior, attitudes, new trends, and factors that affect the choice of organic wine. Finally, the current paper is indicative of the general consumer stance towards organic-products.

It is a fact that branding is a tool for the business to get stronger and also embrace sustainability, which can apply to the delicatessen product market. In addition, the demand of delicatessen products has increased as new trends emerged. Greek businesses have successfully entered the market, advertising the superiority of delicatessen products. The aim of this paper is to provide better understanding of consumer behaviour towards delicatessen products. This is achieved through the views of market experts and a research on consumers investigating how branding influences them. The findings show that there are differences between market experts' opinions and consumers' preferences, which can contribute to the holistic development of the delicatessen market. Finally, this study may provide a basis for a survey of a larger sample of delicatessen firms nationwide and contributes important knowledge to enhance further development in the delicatessen sector and in the management and marketing approach of the market of Thessaloniki.