Abstract
In the context of durables, this paper analyzes some key psychological variables identified in convenience goods literature, for individuals facing private label purchase decisions: private label attitude, price consciousness, brand consciousness and involvement with the product. The role of gender in the relationships among those variables is also examined. On two different durables and with a sample of 432 individuals, all the proposed relationships are significant, except for price consciousness. Additionally, some gender differences among those relationships appear. Data suggest that being a woman (not a man) plays a key role in private label purchase intention.
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