D r .   T h e o f a n i s   Z a c h a r a t o s

Postdoctoral Researcher | Consumer Behaviour & Sustainable Marketing Specialist

Dr. Theofanis Zacharatos

“Understanding consumer behaviour and marketing
dynamics to drive sustainable change“

ABOUT MY CAREER
I am a Postdoctoral Researcher with a strong academic and professional background in consumer behaviour and marketing, particularly within the food and sustainability sectors. My work explores how individuals make consumption choices and how marketing strategies can influence more sustainable behaviours.

I am affiliated with the Hellenic Open University, the Athena Research Center, the Research Laboratory on Socio-Economic and Environmental Sustainability (ReSEES) of Athens University of Economics and Business (AUEB), and AE4RIA network. Through my involvement in national and European research projects, I contribute to developing strategies that promote behavioural change and responsible consumption within the food supply chain and broader sustainability contexts.

EXPERIENCE & STUDIES

2024–Present

Postdoctoral Researcher

Hellenic Open University

2024–Present

Postdoctoral Research Fellow

ATHENA Research Center – Sustainable Development Unit

2024–Present

Affiliated Researcher

ReSEES Lab, Athens University of Economics and Business

2024–Present

Affiliated Researcher

AE4RIA – Alliance of Excellence for Research and Innovation on Aephoria

2022–Present

Scientific Advisor

Region of Western Greece

2024

Ph.D. in Marketing (Consumer Behaviour)

University of Patras

2019

M.Sc. in Banking

Hellenic Open University

2014

MBA in Food Business Management

University of Patras

2012

B.Sc. in Economics

University of Ioannina

Conducting advanced research on consumer behaviour and food waste in Greece.
Supporting knowledge transfer through policy-relevant insights and academic dissemination.

Contributing to projects that promote green transitions and regional sustainability.
Working on the intersection of environmental economics, behaviour, and public awareness.

Engaged in interdisciplinary research on sustainability and environmental policy.
Applying behavioural science tools to support evidence-based decision-making.

Collaborating with global experts to advance the SDGs in practice.
Participating in EU-funded projects linking sustainability, economy, and society.

Advising on regional development strategies with focus on sustainability and innovation.Supporting local policy planning with data-driven recommendations.

Thesis: “Food Waste and the Greek Consumer: An Empirical Study of Consumer Behavior”

Thesis: “Green Investments – Performance of Government Green Bonds”

Thesis: “Causes and Drivers of Food Waste”

LATEST PROJECTS
An overview of projects reflecting my commitment to bridging research, policy, and societal needs

SOil Innovation Labs

Co-Regenerating and Transforming European Soils
Institution : Athens University of Economics and Business
Funded by : Horizon Europe

Aiming to co-develop and scale innovative soil management practices across Europe, enhancing soil health and sustainability.

SOILCRATES (Soil Innovation Labs: Co-Regenerating and Transforming European Soils) is a Horizon Europe research project that aims to tackle the urgent issue of soil degradation across Europe by promoting soil regeneration, resilience, and sustainable management practices. Recognizing soil as a key component for food production, climate mitigation, biodiversity preservation, and ecosystem stability, SOILCRATES adopts a holistic, cross-sectoral approach to soil innovation.

The project’s primary objective is the establishment of regional Soil Innovation Labs that bring together stakeholders from farming communities, research institutions, businesses, and policy-making bodies. These Labs are designed as collaborative spaces for co-creation, experimentation, and knowledge exchange, enabling local adaptation of sustainable soil practices based on scientific evidence and practical experience.

Key Goals of SOILCRATES:

  • Co-develop innovative soil management practices tailored to local and regional needs.
  • Foster stakeholder engagement and behavioral change toward sustainable land stewardship.
  • Strengthen the resilience and functionality of European soils by promoting regenerative agricultural techniques.
  • Support the objectives of the EU Soil Mission, aiming for healthy soils across 75% of Europe’s lands by 2030.
  • Develop and disseminate practical tools and policy recommendations to guide soil governance at multiple scales.

Expected Outcomes:

  • Establishment of a Europe-wide network of operational Soil Innovation Labs.
  • Demonstrable improvements in soil health indicators across pilot sites.
  • Increased adoption of sustainable soil management practices by farmers and land managers.
  • Policy briefs and guidelines supporting national and EU-level soil strategies.
  • Enhanced public awareness about the critical importance of soil resources.

By integrating scientific knowledge, local wisdom, policy innovation, and societal participation, SOILCRATES envisions a future where European soils are resilient, productive, and central to sustainable development pathways.

For more information, visit: soilcrates.eu

SOil Innovation Labs

Co-Regenerating and Transforming European Soils

Resilience, Inclusion and Development

Toward a Just, Green, and Digital Transition in Greek Regions
Institution : ATHENA Research Center
Funded by : Greece 2.0 – National Recovery & Resilience Plan

Supports inclusive regional transitions by addressing digital, green, and social innovation strategies.

JustReDI (Resilience, Inclusion and Development: Toward a Just, Green and Digital Transition in Greek Regions) is a national research and innovation initiative funded by Greece’s Recovery and Resilience Facility under the "Greece 2.0" plan. The project addresses the critical need to ensure that the transition toward a greener, more digital economy is both fair and inclusive, particularly at the regional and local levels.

JustReDI recognizes that achieving environmental and digital transformation must not exacerbate social or economic inequalities. It focuses on designing evidence-based policies, tools, and strategies that promote resilience, inclusion, and sustainable development across Greece’s diverse regions.

Key Goals of JustReDI:

  • Identify challenges and opportunities arising from the green and digital transitions at the regional scale.
  • Develop inclusive strategies that ensure no region or community is left behind during economic restructuring.
  • Foster resilience in local economies by promoting sustainable practices, digital innovation, and social cohesion.
  • Enhance the capacity of regional authorities and stakeholders through participatory governance and tailored policy frameworks.

Expected Outcomes:

  • Comprehensive regional assessments highlighting vulnerabilities and potentials.
  • Policy proposals and roadmaps for a fair and green transition at national and regional levels.
  • Capacity-building programs to empower local institutions and communities.
  • Strengthened networks among researchers, policymakers, businesses, and civil society actors in supporting inclusive growth.
  • Contributions to achieving the objectives of the European Green Deal and the Digital Europe Programme within the Greek context.

By emphasizing fairness, sustainability, and participation, JustReDI seeks to create a model for inclusive regional development that can inform broader efforts toward a just transition in Europe.

For more information, visit: justredi.gr

Resilience, Inclusion and Development

Toward a Just, Green, and Digital Transition in Greek Regions

Green Waste Management

New Education System for Recycling and Environmental Protection in Asia
Institution : University of Patras
Funded by : Erasmus+ (EACEA, Key Action 2)

An international capacity-building program to support environmental education and circular economy principles in Asian universities.

GREEN Waste EDU (Green Waste Management: New Education System for Recycling and Environmental Protection in Asia) is an Erasmus+ Capacity Building project aimed at strengthening higher education systems in Asia through innovation in environmental education. The project addresses the growing need for sustainable waste management practices and supports the transition toward a circular economy by integrating recycling and environmental protection principles into academic curricula.

The initiative focuses on equipping universities in countries such as Cambodia, Laos, and Vietnam with the knowledge, tools, and pedagogical methods needed to foster green competencies among students and future professionals. By bridging gaps in education and capacity, GREEN Waste EDU contributes to environmental sustainability goals at both regional and global levels.

Key Goals of GREEN Waste EDU:

  • Develop innovative academic programs in waste management, recycling, and environmental sustainability.
  • Enhance institutional capacities of Asian universities through curriculum development, staff training, and infrastructure support.
  • Promote awareness and behavioral change among students and communities regarding sustainable consumption and waste reduction.
  • Foster international collaboration between European and Asian institutions to exchange best practices and co-create solutions.

Expected Outcomes:

  • New degree programs and specialized courses on green waste management launched in partner universities.
  • Increased academic staff competencies through targeted training programs and workshops.
  • Strengthened regional cooperation networks for sustainability education and practice.
  • Contribution to Sustainable Development Goals (SDGs) related to responsible consumption, climate action, and education quality.

By cultivating future leaders in environmental stewardship, GREEN Waste EDU plays a vital role in advancing the global transition toward sustainable development and circular economy practices.

For more information, visit: https://greenus-project.eu/

Green Waste Management

New Education System for Recycling and Environmental Protection in Asia
RESEARCH AREAS
I am passionate about exploring interdisciplinary research areas that address key challenges in sustainability, consumer behaviour , and responsible economic development. My main research interests include
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Investigating how consumers make choices, what influences their behaviour , and how sustainable consumption patterns can be promoted through targeted strategies.

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Applying marketing principles to drive environmentally and socially responsible consumer behaviours , balancing profitability with sustainability goals.

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Studying mechanisms of behavioural change and designing public awareness campaigns to foster more sustainable attitudes and actions.

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Analyzing the causes, patterns, and impacts of food waste and food loss across the supply chain, and identifying strategies to minimize them.

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Exploring sustainable practices in food production, distribution, and consumption, aiming to enhance efficiency, equity, and environmental stewardship.

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Examining the economic aspects of environmental issues and contributing to the development of policies that support sustainable resource management.

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Researching financial instruments, investment strategies, and corporate practices that integrate environmental, social, and governance (ESG) criteria to support sustainable development.

ABOUT ME

I am a Postdoctoral Researcher specializing in consumer behaviour, sustainable marketing, and environmental communication. My academic journey combines economics, business administration, and sustainability science, with a dedicated focus on promoting more conscious, responsible, and environmentally aware consumer choices.

My passion lies in understanding how people make everyday consumption decisions — and how we can influence these behaviours through targeted marketing strategies and evidence-based interventions. I am particularly interested in food-related behaviours, food waste, and the psychological and social drivers behind sustainable consumer actions.

In 2024, I earned my Ph.D. from the University of Patras, with a dissertation titled: “Food Waste and the Greek Consumer: An Empirical Study of Consumer Behaviour.” This research explored the role of environmental knowledge in shaping consumer attitudes and behaviours related to food waste, identifying distinct consumer profiles and demographic patterns with practical implications for public policy and communication strategies.

Beyond individual consumer behaviour, I am deeply interested in the sustainability of the food supply chain as a whole, and how it can transform toward more efficient, equitable, and eco-conscious systems. I am committed to supporting the implementation of the United Nations Sustainable Development Goals (SDGs) — both at the national and local level — through research, collaboration, and active engagement with public institutions and stakeholders.

I also actively contribute to the academic community as a peer reviewer, including for the Journal of Agribusiness in Developing and Emerging Economies, where I evaluate scholarly work related to agribusiness, consumer behaviour, and sustainability in developing contexts.

In my academic career I have had the honour and privilege of collaborating with esteemed academics and thought leaders in their respective fields — notably, Professor Prokopis Theodoridis, in the areas of consumer behaviour and marketing, and Professor Phoebe Koundouri, on advancing environmental, social, and economic sustainability through a wide range of research projects and joint publications. These collaborations have greatly shaped my scientific outlook and interdisciplinary approach.

My academic affiliations include the Hellenic Open University, the Athena Research Center, the Research Laboratory on Socio-Economic and Environmental Sustainability (ReSEES) at the Athens University of Economics and Business, and the Alliance of Excellence for Research and Innovation on Aephoria (AE4RIA). I have participated in several national and European research programs, including Horizon Europe and Erasmus+, working at the intersection of marketing, behavioural science, and sustainability.

 

“The future depends on what we do in the present.”
— Mahatma Gandhi

RESUME

Academic Appointments

Postdoctoral Researcher, Hellenic Open University (2024–Present)

Postdoctoral Research Fellow, ATHENA Research Center – Sustainable Development Unit (2024–Present)

Affiliated Researcher, ReSEES Lab, Athens University of Economics and Business (2024–Present)

Affiliated Researcher, AE4RIA – Alliance of Excellence for Research and Innovation on Aephoria (2024–Present)

Scientific Associate, Region of Western Greece (2022–Present)

Education

Ph.D. in Marketing (Consumer Behaviour), University of Patras, 2024
Thesis: “Food Waste and the Greek Consumer: An Empirical Study of Consumer Behaviour”

M.Sc. in Banking, Hellenic Open University, 2019
Thesis: “Green Investments – Government Green Bonds: Performance Evaluation”

MBA in Food Business Management, University of Patras, 2014
Thesis: “Causes and Drivers of Food Waste”

B.Sc. in Economics, University of Ioannina, 2012

Research Projects

SOILCRATES (2025–Present)
Horizon Europe project on soil innovation labs and regenerative practices
Role: Researcher, Athens University of Economics and Business

JustReDI (2024–Present)
National Recovery & Resilience Plan: Resilience, Inclusion & Development in Greek Regions
Role: Researcher, ATHENA RC

GREEN Waste EDU (2021–2024)
Erasmus+ Capacity Building for Green Waste Management in Asia
Role: Researcher, University of Patras

Food Waste Awareness Campaign (2021–2022)
Public awareness research project on food waste in Greek households
Funded by the Green Fund, Ministry of Environment
Role: Researcher, University of Patras

Selected Publications

Peer-Reviewed Articles


Doctoral & Graduate Theses


Under Review & In Progress

  1. Theofanis Zacharatos and Prokopis Theodoridis (under review). Consumer Behaviour Regarding Food Waste in Greece: The Role of Knowledge and Attitudes Based on the TRA Model.
    Koundouri, P., Dellis, K., Deranian, C., & Zacharatos, T. (under review). Towards a sustainable agri-food system for Greece: Insights from the FABLE Calculator.
    Benos, T., Coletti, G., Dellis, K., & Zacharatos, T. (under review). Incentivizing agroecological practices in Greece: Insights from CAP 2023–2027 strategic plan and scenario projections with the FABLE calculator.
    Koundouri, P., Dellis, K., Deranian, C., & Zacharatos, T. (under review). Transforming Agri-Food Systems in Greece: Emission Reductions through the Mediterranean Diet.
    Koundouri, P., Benos, T., Coletti, G., Dellis, K., & Zacharatos, T. (under review). Incentivizing agroecological practices in Greece: Insights from CAP 2023–2027 strategic plan and pathways with the FABLE calculator. In Navigating transitions for sustainable and just food systems: Pathways, challenges and innovations. Frontiers in Sustainable Food Systems.
    Koundouri P., Akinsete E., Papadaki L., Sari H., Zacharatos T., (under review). Advancing Water Policy in Europe: Addressing Challenges in the Southeast Mediterranean. Athens University of Economics and Business

Peer Review & Editorial Activity

2025 – Reviewer
Journal of Agribusiness in Developing and Emerging Economies (JADEE)
Emerald Publishing | ISSN: 2044-0839 (Print) · 2044-0847 (Online)
Journal Website
Reviewed manuscripts related to agribusiness innovation, consumer behavior, food systems, and sustainability in low- and middle-income countries. Contributed to ensuring the scientific rigor and policy relevance of submissions addressing pressing global development issues.

Teaching Experience

2023–2024: Co-Instructor, Special & Alternative Tourism, MSc, University of Patras

2020–2021: Teaching Assistant, Marketing of Agricultural Products, University of Patras

  1. 2020–2021: Teaching Assistant, Strategic Food Marketing, University of Patras

Fellowships & Training

2025 – ESG Program, UN SDSN & AUEB

2021 – Pedagogical and Teaching Competence, HOU

2020 – Pandemic Economics & Epidemiology, UN SDSN

2019 – System Innovation, EIT Climate-KIC

2019 – Fellowship, EIT Climate-KIC @ Sapienza University Rome

Conferences & Invited Talks (Selected)

  1. Olympia Forum V (2024): Sustainability in the Agri-Food Sector
  2. Hellenic Open University Conference (2023, 2024): Food Waste & Consumer Segmentation
  3. Agrown Conference (2024): From Farm to Fork: Healthy and Sustainable Food
  4. RGC Patras (2022–2024): Food Marketing & Regional Sustainability

(Full list available in downloadable CV or Publications section)

Skills

  1. Statistical Software: SPSS, AMOS, STATA

    Data analysis, segmentation, behavioural modelling

    Research communication, science-policy bridging

Languages

  1. Greek (Native)

    English (Professional Fluency)

Memberships & Networks

  1. Greek Economic Chamber (ΕΕΟ)
  2. Hellenic Marketing Academy (ΕΛΑΜ
  3. AE4RIA – Alliance for Research & Innovation on Aephoria
  4. Advisory Committee Member – Regional Growth Conference (RGC)
  5.  

RESEARCH & PUBLICATIONS

“Research is creating new knowledge.”

Neil Armstrong

Research Areas

  • Consumer Behaviour & Sustainable Consumption
  • Sustainable Marketing
  • Behavioural Change & Public Awareness
  • Food Waste & Food Loss
  • Sustainability in Food Supply Chain
  • Environmental Economics & Sustainability Policy
  • Green Investments & ESG

Peer-Reviewed Journal Articles

  • Zacharatos, T. & Theodoridis, P. (2025). From Plate to Bin: Consumer Segments and Food Waste in Greece. Waste, 3(1), 2.
    https://doi.org/10.3390/waste3010002
  •  
  • Zacharatos, T. & Theodoridis, P. (2025). Consumer Behaviour and Food Waste in Greece: Insights from 2012 to 2024. Encyclopedia Journal (TBC)
  •  
  • Theodoridis, P., Zacharatos, T., Boukouvala, V. (2023). Consumer Behaviour and Household Food Waste in Greece. British Food Journal.
    https://doi.org/10.1108/BFJ-02-2023-0141
  •  
  • Theodoridis, P. & Zacharatos, T. (2022). Food Waste in COVID-19 Lockdown Era and Consumer Behaviour – The Case of Greece. Socio-Economic Planning Sciences.
    https://doi.org/10.1016/j.seps.2022.101338
  •  

Under Review / In Progress

  • Zacharatos, T. & Theodoridis, P. (2025). Consumer Behavior Regarding Food Waste in Greece: The Role of Knowledge and Attitudes Based on the TRA Model. (Under Review – Journal of Strategic Marketing)
  •  
  • Koundouri, P. et al., Zacharatos, T. (2025).
    1. Discrete Choice Experiments in Water Resource Management: A Narrative Review
    2. Advancing Water Policy in Europe: Challenges in the Southeast Mediterranean
    3. Optimizing Water-Energy-Food-Ecosystem Trade-offs in the Mediterranean
    4. Towards a sustainable Agri-food System for Greece: Insights from the FABLE Calculator
  •  

Doctoral & Graduate Theses

Conference Presentations (Selected)

  • Consumer Profiles and Food Waste in Greece: Identifying Patterns and Solutions
    HOU Business & Economics Conference, Athens (2024)
  •  
  • Understanding Household Food Waste in Greece
    HOU Business & Economics Conference, Athens (2023)
  •  
  • Consumer Behaviour and Food Waste: Evidence from Greece
    10th ICCMI Conference, Naxos (2022)
    •  
  • Green Investments – Financial Performance of Green Bonds
    HOU Business & Economics Conference, Athens (2020)
  •  

Other Publications

  • A Mobile App for Measuring Food Waste in Greek Households – ERCIM NEWS 135, 2023
    Read Article
  •  
  • The Progress of Greek Regions on SDGs – UN SDSN Europe, 2022
    EconPapers Working Paper
  •  

PROJECTS

“The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.”
Marcel Proust

“We cannot solve our problems with the same thinking we used when we created them.”
Albert Einstein

“Every great advance in science has issued from a new audacity of imagination.”
John Dewey

 SOILCRATES (2025–Present)

Title: SOil Innovation Labs: Co-Regenerating and Transforming European Soils
Institution: Athens University of Economics and Business
Funded by: Horizon Europe
Role: Researcher
Aiming to co-develop and scale innovative soil management practices across Europe, enhancing soil health and sustainability.

 

JustReDI (2024–Present)

Title: Resilience, Inclusion and Development: Toward a Just, Green, and Digital Transition in Greek Regions
Institution: ATHENA Research Center
Funded by: Greece 2.0 – National Recovery & Resilience Plan
Role: Researcher
Supports inclusive regional transitions by addressing digital, green, and social innovation strategies.

 

GREENUS (2021–2024)

Title: Green Waste Management – New Education System for Recycling and Environmental Protection in Asia
Institution: University of Patras
Funded by: Erasmus+ (EACEA, Key Action 2)
Role: Researcher
An international capacity-building program to support environmental education and circular economy principles in Asian universities.

 

Food Waste Awareness Campaign (2021–2022)

Title: Research & Awareness Campaign to Reduce Household Food Waste in Greece
Institution: University of Patras
Funded by: Green Fund – Ministry of Environment & Energy
Role: Researcher
Designed and implemented nationwide awareness strategies to promote responsible consumption and food waste reduction.

TEACHING

“Tell me and I forget, teach me and I may remember, involve me and I learn.”

— Benjamin Franklin

“Teaching is not just about transferring knowledge — it’s about inspiring critical thinking, nurturing curiosity, and equipping future professionals to make informed, ethical, and sustainable choices in a rapidly changing world.”
Theofanis V. Zacharatos

I hold formal certification in Pedagogical and Teaching Competence from the Hellenic Open University (2021), which has enriched my approach to academic instruction through learner-centered methodologies, interactive teaching, and applied problem-solving.

 

Postgraduate Teaching

Special & Alternative Forms of Tourism (Ecotourism)
M.Sc. in Destination and Tourism Business Management
University of Patras — 2023–2024
Role: Co-instructor
This course explores the development and management of niche tourism types, sustainability strategies in tourism, and case studies from regional tourism markets.

 

Undergraduate Teaching (Department of Business Administration of Food and Agricultural Enterprises)

Principles of Agricultural Product Marketing
University of Patras — 2020–2021
Role: Teaching Assistant
Delivered support sessions and contributed to course delivery in topics such as consumer behaviour, agri-food value chains, and marketing fundamentals.

Strategic Marketing for Food Businesses
University of Patras — 2020–2021 Role: Teaching Assistant
Focused on strategic planning, segmentation, and sustainability practices in the food sector.

CONTACT INFOMATION

Email

Phone

📞 +30 6947 829439

Address

  • School of Social Sciences, Hellenic Open University Greece
    18 Aristotelous str., GR 26335 Patras, Greece

Professional Profiles