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”
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:
Expected Outcomes:
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
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:
Expected Outcomes:
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
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:
Expected Outcomes:
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/
Resilience, Inclusion and Development
Green Waste Management
SOil Innovation Labs
Investigating how consumers make choices, what influences their behaviour , and how sustainable consumption patterns can be promoted through targeted strategies.
Applying marketing principles to drive environmentally and socially responsible consumer behaviours , balancing profitability with sustainability goals.
Studying mechanisms of behavioural change and designing public awareness campaigns to foster more sustainable attitudes and actions.
Analyzing the causes, patterns, and impacts of food waste and food loss across the supply chain, and identifying strategies to minimize them.
Exploring sustainable practices in food production, distribution, and consumption, aiming to enhance efficiency, equity, and environmental stewardship.
Examining the economic aspects of environmental issues and contributing to the development of policies that support sustainable resource management.
Researching financial instruments, investment strategies, and corporate practices that integrate environmental, social, and governance (ESG) criteria to support sustainable development.
Investigating how consumers make choices, what influences their behaviour , and how sustainable consumption patterns can be promoted through targeted strategies.
Applying marketing principles to drive environmentally and socially responsible consumer behaviours , balancing profitability with sustainability goals.
Studying mechanisms of behavioural change and designing public awareness campaigns to foster more sustainable attitudes and actions.
Analyzing the causes, patterns, and impacts of food waste and food loss across the supply chain, and identifying strategies to minimize them.
Exploring sustainable practices in food production, distribution, and consumption, aiming to enhance efficiency, equity, and environmental stewardship.
Examining the economic aspects of environmental issues and contributing to the development of policies that support sustainable resource management.
Researching financial instruments, investment strategies, and corporate practices that integrate environmental, social, and governance (ESG) criteria to support sustainable development.
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
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
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
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)
(Full list available in downloadable CV or Publications section)
Skills
Statistical Software: SPSS, AMOS, STATA
Data analysis, segmentation, behavioural modelling
Research communication, science-policy bridging
Languages
Greek (Native)
English (Professional Fluency)
Memberships & Networks
“Research is creating new knowledge.”
— Neil Armstrong
Research Areas
Peer-Reviewed Journal Articles
Under Review / In Progress
Doctoral & Graduate Theses
Conference Presentations (Selected)
Other Publications
“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.
“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.
Phone
📞 +30 6947 829439
Address
School of Social Sciences, Hellenic Open University Greece
18 Aristotelous str., GR 26335 Patras, Greece
Professional Profiles
Media Appearances & Interviews