The moderating impact of social risk, shame, and guilt on purchase intentions of premium private labels at food discounters

Abstract

Purpose The purpose of this paper is to investigate situational factors (i.e. social risk) and negative emotions (e.g. shame and guilt) on consumers’ purchase intentions for premium private labels (PPLs) vs national brands (NBs) at discounter (Lidl) in the UK, and the underlying process of this effect. Design/methodology/approach The authors conduct a 2 (social risk) × 2 (brand type) between-subjects design experiment employing a Qualtrics online panel in the UK. Findings The study shows that NBs still have the edge over PPLs when consumers shop for socially risky situations, which is due to higher product expectations of NBs, and a moderated mediation shows that this effect is more pronounced among consumers that feel negative emotions when shopping at Lidl. Research limitations/implications This study included leading NBs, which differ in terms of price compared to selected PPLs. Researchers should include pricing information as an additional factor and investigate Lidl’s options to deal with negative emotions in the online setting. Practical implications The results help brand managers to understand consumer reactions toward PPLs vs NBs at the discounter in UK. Originality/value NBs have recently joint rather than fight discounters’ product assortment, this study contributes to understand the moderating impact of negative emotions and product expectations as the driving force in consumers’ purchasing decision.