Exploring the antecedents of export motivation: the case of the Greek yogurt firms

The exports of dairy products in Greece and especially of Greek yogurt during the economic recession establish a key motivating factor for the economic growth and strengthening of Greek firms. The objective of the study is to investigate the factors that motivate Greek yogurt firms to expand their operations to foreign markets. Primary data were gathered through a quantitative survey (structured questionnaire) to 137 yogurt producing firms that also display export activities. Data were analysed via a series of multivariate methods, namely factor analysis, confirmatory factor analysis (CFA) and path analysis. The results indicate that the most important determinants of export motivation for yogurt firms include the consumer's preferences, the exports competitive advantage, the firm's resources, the domestic legislation and the firm experience.