Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?

Maksymilian Czeczotko, Hanna Górska-Warsewicz and Wacław Laskowski
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Maksymilian Czeczotko: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (WULS), str. Nowoursynowska 166, 02-787 Warsaw, Poland
Hanna Górska-Warsewicz: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (WULS), str. Nowoursynowska 166, 02-787 Warsaw, Poland
Wacław Laskowski: Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (WULS), str. Nowoursynowska 166, 02-787 Warsaw, Poland

Sustainability, 2020, vol. 12, issue 15, 1-18

Abstract: Consumer behavior towards private labels (PLs) is constantly changing, accompanied by the development from generic products, offered at very low prices, towards sustainable PLs. Our study aimed to analyze the behavior of British and Polish consumers towards PLs of the retail chains. To achieve this, special attention was given to the following issues: frequency of purchasing PLs by food categories, motives for purchasing PL products, opinions of the current development of PLs, and length of the period of purchasing products under PLs. We also presented the socioeconomic features of the Polish and British consumers purchasing PL products using a correspondence graph. Our research was conducted using a sample of 500 adults from Poland and 500 adults from the UK and the Computer-Assisted Web Interviewing method (CAWI) was used. The questionnaire was addressed only to adults who declared that they purchase PL products. For a detailed analysis of consumer choices and service quality assessment, we used Pearson’s chi-square test, as well as the Kohonen’s neural network and multi-dimensional cluster analysis. We have divided the sample population into 4 clusters based on 6 factors, characterizing households: education level, income, household residence, age, gender, and period of buying PL products. Our study indicates that Polish consumers are more likely to pay attention to lower prices for PLs, while British consumers point quality compared to manufacturers’ brands. In the opinion of Polish consumers, an improvement in quality is only just beginning. This means that PLs available on the British market are characterized by a higher stage of development towards sustainable PLs.

Keywords: private labels; sustainable private labels; consumer behavior; Poland; United Kingdom (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:15:p:6035-:d:390620

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