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Does store image influence demand for organic store brands?

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  • Ngobo, Paul-Valentin
  • Jean, Sylvie

Abstract

This research examines the effects of store image on the demand for store brand organic brands. We conduct an empirical study using a unique dataset that combines households' organic product purchases and their ratings of the same stores' images. We find that the type of images consumers develop about a store influences the demand for organic products from that store. In addition, the influence of store image on the demand for store-brand organic products depends on the store brand branding strategy. Although own brands are accepted in stores with quality produce and with quality store brands, they are less likely to be adopted in stores with varied selections. Furthermore, the own-brand strategy (the use of the retailer's own name) is not always an effective branding strategy for organic products, except in some stores.

Suggested Citation

  • Ngobo, Paul-Valentin & Jean, Sylvie, 2012. "Does store image influence demand for organic store brands?," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 621-628.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:6:p:621-628
    DOI: 10.1016/j.jretconser.2012.08.003
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    2. Lombart, Cindy & Louis, Didier, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 630-642.
    3. Ellison, Brenna & Bernard, John C. & Paukett, Michelle & Toensmeyer, Ulrich C., 2016. "The influence of retail outlet and FSMA information on consumer perceptions of and willingness to pay for organic grape tomatoes," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 109-119.
    4. Kaswengi, Joseph & Diallo, Mbaye Fall, 2015. "Consumer choice of store brands across store formats: A panel data analysis under crisis periods," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 70-76.
    5. Cheah, Jun-Hwa & Waller, David & Thaichon, Park & Ting, Hiram & Lim, Xin-Jean, 2020. "Price image and the sugrophobia effect on luxury retail purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    6. Kumar, Prashant & Polonsky, Micheal Jay, 2019. "In-store experience quality and perceived credibility: A green retailer context," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 23-34.
    7. Akrout Houcine & Kaswengi Joseph, 2019. "Choosing Organic and Healthy Food in Times of Economic Uncertainty: Evidence from Panel Data Analysis in France," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 17(1), pages 1-13, May.
    8. Lombart, Cindy & Louis, Didier & Labbé-Pinlon, Blandine, 2016. "Price image consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 107-116.

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