Buying Veg Private Labels. Antecedents and Mediators

Elisa Martinelli (), Francesca Canio () and Emiro Endrighi ()
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Elisa Martinelli: University of Modena and Reggio Emilia
Francesca Canio: University of Modena and Reggio Emilia
Emiro Endrighi: University of Modena and Reggio Emilia

A chapter in Advances in National Brand and Private Label Marketing, 2020, pp 115-122 from Springer

Abstract: Abstract The current work focuses on consumer buying behavior concerning veg food branded with the private label. Studies on the factors driving consumers in buying veg private labels are uncommon and empirical studies on the topic are lacking. Specifically, we propose a model aimed at exploring the attitude-intention-behaviour path when veg private labels (VPL) are concerned and when a double kind of behavior is considered: behavioral loyalty (BLVPL) and willingness to pay (WTP). The study was performed via a survey accomplished administering a structured questionnaire to a sample of consumers via social networks and then applying structural equation modeling (SEM) to the dataset. Findings confirm the investigated path in developing a positive willingness to pay (WTP) and buying behavior (BLVPL) regarding VPL, through the mediating role of attitude towards vegan food consumption (ATTV) and intention to buy the vegan private label (INTBVPL), activated by an ethical motive: planet concern. Theoretical and managerial implications are derived.

Keywords: Private Labels (PLs); Veg food; Attitude; Intention to buy; Behavior (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47764-6_14

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DOI: 10.1007/978-3-030-47764-6_14

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