"GOOD FOR HUMAN HEALTH" CHARACTER OF A PRIVATE LABEL BRAND: DETERMINANTS AND CONSEQUENCES IN TERMS OF CONSUMER PURCHASE INTENTIONS AND STORE LOYALTY

CARACTERE « BON POUR LA SANTE HUMAINE » D’UNE MARQUE DE DISTRIBUTEUR: DETERMINANTS ET CONSEQUENCES EN TERMES D’INTENTION D’ACHAT ET FIDELITE AU MAGASIN DU CONSOMMATEUR

Codjovi Rodrigue Dogble ()
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Codjovi Rodrigue Dogble: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: Consumers express a growing interest in "eating better," despite food inflation and challenges to purchasing power. Retailers respond by offering healthier products, particularly within their private label brands that serve as conduits for their positioning. To what extent do consumers perceive this? Our study aims to test an explanatory conceptual model of the perception of "good for human health" characteristics in a private label brand. Data collection focuses on four private label brands, the core range of four French food retailers. The results reveal a strong, significant link between the perception of the retailer's Corporate Social Responsibility (CSR) and the perception of the "good for human health" attributes of its private label brand. This research contributes to understanding the challenges associated with marketing healthy products, providing practical recommendations for private label brand managers. We recommend that retailers pay attention to their tripartite relationship

Keywords: Private Label Brand; Healthy Products; Good for Human Health Products; CSR; Private Label Brand Purchase Intent; Store Loyalty (search for similar items in EconPapers)
Date: 2024-06-05
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Published in 40ème Congrès de l’Association Française deMarketing, Paris du 5- 7 juin 2024., AFM, Jun 2024, Paris, France

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