ACG 150

Athanasios Krystallis, PhD

Executive Director of the Center of Excellence on Food, Tourism and Leisure (CoEFTL)
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

Research Area: Food & Agribusiness Marketing Strategy & Consumer Behavior

RTIN’s Food & Agribusiness Marketing Strategy & Consumer Behavior Area covers research activities related to the study, analysis, measurements and modeling of Consumer Behavior in the areas of agriculture and food, as well as the creation of new theoretical concepts and research designs for the development of new ideas, concepts and products/services in the above areas of research and economic activity. The involved scientific areas from the wider cognitive/social Behavioral Sciences’ spectrum range from high-abstraction terminal states of being such as individual personal values, to mid-level constructs such as beliefs, general/specific attitudes and perceptions, to ultimate behavioral traits such as intention to behave (i.e., buy, pay recommend) or actual pre/post purchasing behavior. The targeted product/service domains cover wider areas where high-value, socially impactful, differentiated offerings can be generated, namely, a) sustainability (e.g., circular economy product/services), b) wellness (e.g., health and wellbeing products/services), c) authenticity (i.e., traditional/local products/services) and d) innovativeness (i.e., process- or product-oriented innovations).



Dr. Athanasios Krystallis is Executive Director of the Center of Excellence in Food, Tourism and Leisure (CoEFTL) and an Associate Professor of International Business in The American College of Greece (ACG). Athanasios also is an Adjunct Researcher at the Department of Management, Athens University of Economics and Business. Prior to that, he was a Professor of Food Marketing at Aarhus University School of Business, Denmark.

His area of expertise is the development of market research designs to study customer behavior towards differentiated products/services and customers’ buying attitude & choice. His expertise lies in FMCG/B2B product differentiation and the development of new offerings incorporated into a wider customer-centric logic.

His published work comprises +70 international peer-reviewed research publications in ASB and ISI-ranked Journals, such as Psychology & Marketing, Journal of Business Ethics, European Journal of Marketing, Journal of Consumer Behavior, Journal of Product and Brand Management, etc. His research work has been presented in over +100 conferences and symposia around the world. His research portfolio is cited 8,000 times so far (h-index 43).

He has a strong fund-raising record, participating in or coordinating +15 academic research projects funded by the EU Commission or national funds in countries such as Scandinavia, Greece, Brazil, China, etc.

Athanasios also is a Senior Marketing Consultant with the companies IRI Hellas S.A. and HRH S.A., Athens, Greece. In this role, he has implemented numerous projects in all areas of B2C/B2B market research for clients in Greece and abroad, in industries like food and drinks, tourism, pharma, cosmetics, manufacturing, high-tech (disruptive, ICT, etc.), retailing, transportation, etc.

Athanasios is a Marie-Curie fellow (2007) and member of numerous scientific and professional organizations, such as the European Marketing Academy (EMAC), the European Association of Agricultural Economists (EAAE), 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