ACG 150

Athanasios Krystallis, PhD

Executive Director of the Center of Excellence on Food, Tourism and Leisure (CoEFTL)
Associate Professor, International Business, Deree | Adjunct Scholar, Athens University of Economics and Business


+30 210 6009800 ext 1441


Agricultural University of Athens, Greece
Post-doc, Food Marketing and Consumer Behavior
2001 – 2003

University of Newcastle upon Tyne, UK
Doctorate, Cognitive Psychology and Applied Statistics
1998 – 2001

University of Newcastle upon Tyne, UK
Master of Science, International Agribusiness
1997 – 1998

Aristotle University of Thessaloniki, Greece
Bachelor in Agriculture Sciences
1987 – 1992

Dr. Athanasios Krystallis is Executive Director of the Center of Excellence in Food, Tourism & Leisure (CoEFTL), and Associate Professor in International Business in The American College of Greece (ACG). Professor Krystallis also holds the position of Adjunct Researcher at the Department of Management, Athens University of Economics and Business. Prior to that, he was Professor of Food Marketing at Aarhus University School of Business, Denmark. Athanasios specializes in the development of market research designs to study customer behavior towards differentiated products/services and customers’ buying attitude & choice. His particular expertise lies in product/service differentiation and the development of new offerings incorporated into a wider customer-centric logic. His work comprises +100 international peer-reviewed research publications, most in ASB and ISI-ranked Journals. Professor Krystallis has a strong fund-raising record, participating in numerous scientific research projects funded by the EU or national funds in countries including Greece, Scandinavia, Brazil and China. Athanasios also acts as a marketing consultant, having designed and implemented numerous projects in all areas of marketing research in Greece and abroad, in industries like food and drink, wine, tourism, pharma, cosmetics, manufacturing, high-tech, ICT, retailing, transportation, etc. Professor Krystallis is a Marie-Curie fellow and member of numerous scientific associations, such as the European Marketing Academy (EMAC), the Academy of Marketing Science (AMS), and the American Association of Wine Economists (AAWE), among others.


[1]. López-Masab, L. Claret, A. Reinders, M. Banovic, M. Krystallis, A. and Guerrero, L. (2021) “Farmed or wild fish? Segmenting European consumers based on their beliefs”, Aquaculture, 532: article number 735992 [Impact factor (2018): 3.227]


[2] Delistavrou, A. Tilikidou, R. and Krystallis, A. (2020) “Decision to Boycott “Unethical” Products: The Role of Materialism/PostMaterialism,” International Journal of Retail and Distribution Management [Impact Factor (2018): 2.321] – Level 2 (2019)


[3]. Banovic, M. Reinders, M. Claret, A. Guerrero, L. and Krystallis, A. (2019) “One Fish, Two Fish, Red Fish, Blue Fish”: How ethical beliefs influence consumer perceptions of “blue” aquaculture products?” Food Quality and Preference, 77: 147-158 [Impact factor (2017): 3.652]


[4]. Banovic, M. Reinders, M.J. Claret, A. Guerrero, L. and Krystallis, A. (2019) “A cross-cultural perspective on impact of health and nutrition claims, country-of-origin and eco-label on consumer choice of new aquaculture products” Food Research International, 123, 36-47 [Impact factor (2017): 3.520]


[5] Papista, E. Chrysochou, P. Krystallis, A. and Dimitriadis, S. (2018) “Types of Value and Cost in the Consumer-Green Brands Relationship and Loyalty Behavior,” Journal of Consumer Behavior, 17(1) [Impact factor (2017): 1.659] – Level 2 (2018)


[6] Perrea, T. Krystallis, A. and Chrysochou, P. (2017) “Much too New to Eat it? The Impact of Customer Value on Product Evaluations in the Context of Novel Food Products”, Journal of Product and Brand Management, 26(6): 616-630 [Impact factor (2017): 2.757] – Level 1 (2018)


[7] Dornyei, K. Krystallis, A. and Chrysochou, P. (2017) “The Impact of Product Assortment Size and Attribute Quantity on Information Acquisition,” Journal of Consumer Marketing, 34(3): 191-201 – Level 1 (2018)


[8] Caracciolo, F. Cicia, G. Del Guidice, T. Gembalo, L. Krystallis, A. Grunert, K. and Lombardi, P. (2016) “Human Values and Preferences for Cleaner Livestock Productions,” Journal of Cleaner Production, 112: 121-130 [Impact factor (2017): 5.651]- Level 2 (2018)


[9] Del Giudice, T. Cicia, G. Grunert, K. Krystallis, A. Zhou, Y. Cembalo, L. Verneau, F. and Caracciolo, F. (2016) “New trends in the Chinese diet: cultural influences on consumer behavior,” Italian Journal of Food Science, 5(2): 52-73 [Impact factor (2015): 0.615]


[10] Banovij, M. Krystallis, A. Guerrerro, L. and Rainders, M. (2016) “European consumers as creators of new aquaculture product ideas using projective and creative techniques,” Food Research International, 87: 211-223 [Impact factor (2017): 3.520]


[11] Ares, G. Giménez, A. Vidal, L. Yanfeng, Z. Krystallis, A. et al. (2016) “Do we all perceive food-related wellbeing in the same way? Results from a cross-cultural study using a new wellbeing questionnaire”, Food Quality and Preference, 52: 62-73 [Impact factor (2017): 3.652]


[12] Cicia, G. Caracciolo, F. Cembalo, L. Del Giudice, T. Grunert, K.G. Krystallis, A. Lombardi, P. and Zhou, Y. (2016) “Food Safety Concerns in Urban China: Consumer Preferences for Pig Process Attributes,” Food Control, 60: 166–173 [Impact factor (2017): 3.667]


[13] Krystallis, A. (2017) “The Concept of Authenticity and its Relevance to Consumers: Country- and Place- level Destination Branding in the Context of Food Authenticity” in Georgiou, K. (Ed.) Food Authentication: Analysis, Regulation and Consumers, Willey-Blackwell, ISBN: 978-1-118-81026-2


[14] Perrea, T. Mamalis, S. Melfou, K. Papanagiotou, P. and Krystallis, A. (2016) “Exploring the moderating role of Consumer Ethnocentrism on Consumer Value Perceptions towards Own-country Geographic Indication (GI) Foods” in Arfini, F. Mancini, M.C. Veneziani, M. and Donati, M. (eds) Intellectual Property Rights for Geographical Indications, Cambridge Scholars Publishing, ISBN: 978-1-4438-9481-4