Factors of Consumer Trust in Private Label Food Products: A Case of Loyalty to Russian Retailers

Retailers around the world have been actively developing the Private Label (PL) niche in recent years, significantly contributing to food sales in value. Therefore, the goal of this research is to determine the factors influencing trust in private label food brands among consumers in relation to loyalty to retailers. Hypotheses were formulated to identify the above-mentioned influence. The research involved an empirical approach combining qualitative (semi-structured interviews) and quantitative methods: Exploratory Factor Analysis (EFA); Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The online survey was conducted in March-April 2023 (387 respondents). The criteria for selecting respondents were that they resided in Moscow or the Moscow region; were aged 18 years or older; at least once bought private label branded food in the previous year. Analysis revealed the most significant factors of trust development in private label brands foods among consumers. They were structured and systematised, and recommendations were also formed for Russian retailers to strengthen consumer loyalty in the "dairy" category. The study addresses a gap in theoretical publications regarding the influence of factors on the choice of private label branded food products on loyalty to the retailer. The results can be used to analyse the factors of choice, their structure and influence on loyalty to private label branded foods in other product categories, as well as for the study of such influence and adaptation of the results obtained in other regions of Russia, due to a different socio-demographic profile of the population. The results can be adapted for different price segments of private label branded foods.