Sustainability trends and consumer perceived risks towards private labels

Vitally Cherenkov (), Marina Sheresheva (), Sergey Starov (), Igor Gladkikh (), Alexander Tanichev (), Svetlana Berezka (), Svetlana Berezka (), Igor Savelev () and Anastasia Yussuf ()
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Vitally Cherenkov: Saint Petersburg State University, Russian Federation
Marina Sheresheva: Lomonosov Moscow State University, Russian Federation
Sergey Starov: Saint Petersburg State University, Russian Federation
Igor Gladkikh: Saint Petersburg State University, Russian Federation
Alexander Tanichev: Baltic State Technical University "Voenmeh" named after D.F. Ustinov, Russian Federation
Svetlana Berezka: Lomonosov Moscow State University, Russian Federation
Svetlana Berezka: National Research University Higher School of Economics, Russian Federation
Igor Savelev: Lomonosov Moscow State University, Russian Federation
Anastasia Yussuf: Financial University under the Government of the Russian Federation, Russian Federation
Authors registered in the RePEc Author Service: Svetlana Berezka

Entrepreneurship and Sustainability Issues, 2020, vol. 8, issue 1, 347-362

Abstract: The present paper explores differences between perceiving consumer risk towards products under private labels (PPLs) versus products under manufacture brands (PMBs) on Russian metropolitan markets (St. Petersburg, namely). The research model (Model RFID) designed taking into account the direct and indirect influence on the said risks from a set of factors relevant to buying decisions. The theoretical and practical consistency of the model tested by relevant statistical tools. Some limitations of the research are presented, as well as recommendations for brand managers aimed at overcoming traditional and strong (though decreasing) PPL risks among Russian consumers. It has been hypothesized that as the private brand phenomenon continues to evolve, a further change in branding strategy should be greening private brands to make them more competitive. Directions and goals for future research concerning the relationship between private labels understood as sustainable brands formulated in brief.

Keywords: consumer perceived risk; FMCG; green brand; manufacturer brand; perceived value; private label; sustainable brand; retailer image (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:8:y:2020:i:1:p:347-362

DOI: 10.9770/jesi.2020.8.1(24)

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