Portsmouth Business School

Current Research Fellows and Research Professors

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Michail Bitzios

  • Role Title: Research Fellow
  • Address: Portland Building room PO3.48, Portland Street, Portsmouth, PO1 3AH.
  • Telephone: 02392848484
  • Email: michail.bitzios@port.ac.uk
  • Department: Accounting and Financial Management
  • Faculty: Portsmouth Business School


I joined the University of Portsmouth as a Research Fellow in September 2013.

I have a PhD from the University of Kent, UK. My PhD thesis is entitled “Using a Choice Experiment with Insights from Laddering Technique to Reveal Consumer Preferences towards the Acceptance of Functional Foods”. My research is aimed at unveiling the black box of consumer preferences with respect to the selection of functional foods by employing a new two-stage, dual-mode approach. This enabled the development of a Choice Experiment, which was informed by insights from behavioural research. My research explored the values and motivations underlying attribute selection and examined how health messages in combination with the inclusion of a functional ingredient influence consumer preferences. This approach facilitated the comprehension of the relationship between the health benefits of a product generally defined, as opposed to the implied benefits that are derived from the inclusion of functional ingredients.  I have gained significant experience working as researcher for the SLOWCARB Research Project, where I investigated the health benefits, consumer acceptability and market potential of a range of cereal based products rich in slowly absorbed carbohydrates. More specifically, I examined the role of health information as a driver of the evolution of food demand and how this can be meaningfully integrated into existing econometric models of consumer food demand. Various models (Multinomial, Mixed, Latent Class) were employed for the estimation of consumers’ willingness to pay.

After the completion of my PhD (doctoral) degree, I was involved as research assistant in a project on “Conveying customised information through smart labels: demand measurement and consumer decision making”. In the past, I was engaged as research assistant in a research programme on the effects of pesticides on human health in the School of Medicine of the University of Athens. I have also taught Economics and Introduction to Marketing courses to undergraduate students at Imperial College London and University of Kent.

I have served as Agricultural Economics Officer in the Ministry of Rural Development and Foods (Greece), Loans and Mortgages Assistant in the Agricultural Bank of Greece and Olympic Village Accreditation Manager during the Olympic Games in ATHENS 2004. I have also been a referee in various journals on agri-environmental and food economics topics.


Research interests

  •  Agri-Environmental and Food Economics
  •  Biodiversity and the preservation of the natural landscape
  •  Alternative forms of tourism (agro-, ecotourism, etc.)
  •  Applications of Choice Modelling
  •  Use of MEC Analysis to better inform non-market valuation exercises
  •  Consumer behaviour, Theory of Planned Behaviour

Research profile

Explore my research profile, publications and activities on the Portsmouth Research Portal

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