A few days ago, we participated in the 9th Sustainability Summit for SE Europe & the Mediterranean, organized by The Economist. This year’s Summit focused on “Sustainability and Social Responsibility: The Role of the Conscious Consumer,” bringing together academics, policymakers, and business leaders to discuss how awareness and accountability can shape a more sustainable future.
Representing our school, Professor Pavlos A. Vlachos and Dr. Stella Apostolaki contributed to two insightful panel discussions, bringing forward perspectives on consumer responsibility and the role of education in advancing sustainability.
Professor Pavlos A. Vlachos, Associate Professor of Marketing at Alba Graduate Business School, The American College of Greece, participated in an insightful panel on the connection between consumer behavior and corporate responsibility.
Professor Vlachos challenged common assumptions about the so-called “conscious consumer,” emphasizing that while many people express support for sustainable and ethical practices, their actual behavior often tells a different story. Drawing on his research in consumer psychology, he noted that people’s stated attitudes toward Corporate Social Responsibility (CSR) are often influenced by social desirability and self-presentation motives. “Consumers say they value responsible companies,” he explained, “but in practice, unconscious biases, habits, and perceptions of self-image play a major role in shaping what they actually buy.”
He also highlighted the importance of understanding the implicit side of consumer decision-making. “If we truly want to promote conscious consumption,” he said, “we must measure what people feel, and not only what they say.”
Professor Vlachos further discussed the risks of CSR skepticism, noting that consumers may perceive sustainability messages as self-serving if companies fail to communicate them authentically and with humility.
Watch the panel discussion below:
The discussion concluded with a broader reflection on how business and academia can collaborate to help consumers and organizations move from awareness to meaningful, sustained action.
In another insightful session, Dr. Stella Apostolaki, Executive Director of the Centre of Excellence in Sustainability at The American College of Greece, participated in the panel “Why education and training are essential for corporate sustainability.” The conversation focused on the importance of integrating ESG principles into business strategy through cultural change, strong leadership, and continuous capacity building.
Dr. Apostolaki highlighted the critical role of education in fostering sustainability mindsets, both in universities, which shape the next generation of leaders, and within organizations, where ongoing training helps embed sustainability throughout all operations. She also presented the Erasmus program “SDG4U”, which focuses on the Sustainable Development Goals for universities and how these can be effectively translated into institutional strategies and practices.
Watch the panel discussion below:
At The American College of Greece, we remain deeply committed to advancing sustainability through education, research, and community engagement. Participating in The Economist’s Sustainability Summit once again highlights our dedication to fostering informed, responsible, and engaged citizens and professionals, those who will lead positive change across industries and societies.
