The Country of Origin Effect on Greek Consumers’ Evaluation of Wine

The book investigates the Country of Origin (CoO) effect on Greek consumers’ evaluation of wine. Special attention was paid to the socio-psychological factors behind social identities: consumer ethnocentrism (CE) and animosity. 160 surveys were collected and analyzed through SPSS. The findings of this research can motivate companies, seeking to go internationally, to consider/reconsider the role of sociopsychological factors on the perception of a specific CoO, as well as their effect on foreign product acceptance.