New Nationwide Survey by Focus Bari on behalf of Applia Hellas

For the third consecutive year, Focus Bari, a research sponsor at Applia, conducted
a nationwide public survey on the topic “ESG: Change or Transformation? “ with the aim of
capturing the attitudes, perceptions, and expectations of Greeks regarding the sustainability
of businesses.
The results were presented at the annual Applia Hellas conference on February 16,
February 2026 at the Athens Conservatory, attended by over 300 delegates, highlighting that
consumers need information and trust in companies, while the transition to
ESG practices requires a substantial transformation of corporate culture.
More specifically:

• Only 1 in 5 Greeks (21%) say they are familiar with the term ESG, while the
  majority perceive it as corporate social responsibility—an indication that the concept
  is understood more intuitively than consciously.
• More than three in four (77%) consider business sustainability
  to be important, confirming that it is a strong social demand, even in
  times of heightened economic pressure.
• However, when theory turns into action, only 44% say they are
  willing to pay more for green and socially responsible
  companies, highlighting both the trust deficit and the gap between
  perception and actual consumer behavior.
• Considering that the concept of sustainability, as well as the strategies and
  practices that comprise it, are in their “infancy” in Greece,
  three distinct consumer typologies emerge that shape the landscape,
  revealing different expectations and levels of engagement with the sustainability
  of businesses in the country.

See the whole survey presentation here