Purchasing veg private labels? A comparison between occasional and regular buyers |
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| Affiliation: | 1. Faculty of Agriculture, Food and Environmental Sciences – Department of Agricultural and Food Economics, Piacenza Campus, Via Emilia Parmense, 84, 29121, Piacenza, Italy;2. Faculty of Economics and Law | Department of Economic and Social Sciences, Piacenza Campus, Via Emilia Parmense, 84, 29121, Piacenza, Italy;3. Department of Economics and Management, Via J.F. Kennedy, 6, 43125, Parma, Italy;1. School of Management, Harbin University of Commerce, 1 Xuehai Street, Harbin, 150028, China;2. Yatai School of Business Administration, University of Finance and Economics, 699 Jingyue Street, Changchun, 130117, China;3. School of Marketing and International Business, Victoria University of Wellington, New Zealand;4. Department of Marketing, Romanian American University, Bucharest, Romania |
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| Abstract: | Retailers are increasingly extending their private label assortments with meat-substitute, vegetarian and vegan foods (here called veg foods) to respond to emerging consumer trends. However, no studies on consumer buying behavior with regard to veg private labels exist. Accordingly, this work analyses the impact of ethical motives (i.e., environmental, animal welfare, health, and spiritual concerns) and perceptual factors (i.e., trust, perceived quality, and perceived value) as drivers of consumers' buying intentions of regular and occasional buyers of veg private labels, identified by their purchase frequency. The multigroup structural model findings show that occasional buyers are motivated by perceived quality, environmental, and animal concerns, while regular buyers opt for veg private labels on the grounds of their trust in the retailer's own-brand and environmentally-friendly claims. The perceived value is key for both segments. |
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| Keywords: | Veg private label Occasional buyer Regular buyer Ethical motives Perceived quality Trust |
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