Kyriakou D., Belias D., Trivellas P.,Koustelios A., Varsanis K. (2016),“ Green consumer attitude and its implications to athletic sector”. 4th International Conference on Contemporary Marketing Issues, 22-24 June 2016, Heraklion, Greece

According to Peattie (1992), a service is called green, when production is ensured to follow an environmental friendly process.Environmental issues have high importance for consumers around the world. Environmental degradation does not leave indifferent consumers, which need longer to a greater extent "green products" and environmentally friendly services. This trend has led to the emergence of a new type of consumer, the one of "Green consumer". Important efforts have been made in order to find the characteristics of the "Green consumer", however the results remain still ambiguous. The need to correct market segmentation is urgent so marketing professionals target more efficiently the "Green" section of people and determine effectively tactics and targeting strategies. Indeed, more and more consumers become environmental sensitive over the years with incremental effects on the relevant markets.