Abstract
Green private label products are products that have the name of the store or the name of the company owned. Made on behalf of a commercial enterprise, usually by third parties and placed on the same branch network. During the last few years, due to the strong presence of discount stores, retail chains continually expand the range of private label products. Green private label products, except of being a defensive mechanism towards discount chains, they contribute to the diversification of the commercial chain, greatly expanding the range of products in the store and the customer's choice, ensure higher margins and increase the bargaining power of the chain towards suppliers. Therefore, the intense competition between retail operators in order to gain greater market share in relation to the increasing consumers’ awareness regarding price and quality issues, contributed to the production of green private label products. In the early years of presence of private label products, they were characterized as products with low price and low quality. The factors associated with the store and affect the acceptance of private label products are the image, the atmosphere and loyalty in the store. The private label products are an extension of the image of the store. A primary quantitative research has been conducted in order to answer on specific research hypothesis that have been stated in the methodology chapter. The main findings of the research illustrate that there are positive relationships between the intention to buy green private label products, the factors of perceived value (quality, emotional, price and social), the brand consciousness of customers and consumers’ attitude toward green private label products, and with some of the demographic variables.
Highlights
Even today, the loyalty of consumers to specific products weakens the position of private label products
Having in mind the fact that the general economic conditions affect the purchase intention of private label products (Chen et al, 2011) and that these conditions have dramatically affect the household income for a big part of the Greek population (Athanassiou, 2009) which is one of the predictors for private label products’ purchase intention and preference, it can be stated that the price of private label products can be considered as the main factor that affect the choice of the Greek consumers
According to Gonzalez-Benito and Martos-Partal (2014) price sensitivity and perceived quality relate positive to private label products consumption
Summary
The loyalty of consumers to specific products weakens the position of private label products. If the price is attractive, the consumer will prefer the branded product. Perloff et al (2012) examine consumer perceptions regarding to branded and green private label products and found that respondents ranked private label products lower than branded with the criterion of quality, appearance / image and attractiveness. The differences between the two product groups in terms of how they perceived by consumers and confirmed by Richards, Yonezawa and Winter (2015) who found that private label products are a separate category of products. In contrast to the above findings, Bhatt and Bhatt (2014) found that consumers perceive the quality of private label products, equal to that of branded products. Compared with established branded products, the authors highlight the existence of basic differences between these two product categories in terms of recall level
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