IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v19y2022i3p1768-d741988.html
   My bibliography  Save this article

Health and Non-Health Determinants of Consumer Behavior toward Private Label Products—A Systematic Literature Review

Author

Listed:
  • Maksymilian Czeczotko

    (Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (WULS), 02-787 Warsaw, Poland)

  • Hanna Górska-Warsewicz

    (Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (WULS), 02-787 Warsaw, Poland)

  • Robert Zaremba

    (Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (WULS), 02-787 Warsaw, Poland)

Abstract

This study aimed to analyze the international literature on consumer behavior toward private label (PL) products, guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analysis) method. We searched for peer-reviewed studies published until January 2021 in the Scopus and Web of Science databases using two main search terms, namely, “consumer behavior” and “private label,” which have several synonymous terms, such as “store brand,” “private brand,” and “own label.” A total of 44 eligible studies were selected for the analysis. We formulated research questions regarding the most studied categories of PL products, the non-health factors determining consumer behavior toward PL products, and the frequency of including health aspects in the choice of PL products. The following were analyzed in the studies included in the systematic literature review (SLR): general data and study design (authorship, year of publication, location, characteristics of the sample, and research category), research specifications (factors/variables, hypotheses, and measured parameters), and general findings (findings and practical recommendations). We found that most of the studies had analyzed dairy products as PL products, and the main non-health selection factors used were lower price and price–quality ratios. Health aspects were considered in only four of the analyzed studies, which focused on the evolution of PL products from low-cost products to sustainable brands with significant added value in terms of quality and health aspects.

Suggested Citation

  • Maksymilian Czeczotko & Hanna Górska-Warsewicz & Robert Zaremba, 2022. "Health and Non-Health Determinants of Consumer Behavior toward Private Label Products—A Systematic Literature Review," IJERPH, MDPI, vol. 19(3), pages 1-36, February.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:3:p:1768-:d:741988
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/19/3/1768/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/19/3/1768/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jan-Benedict E. M. Steenkamp & Inge Geyskens, 2014. "Manufacturer and Retailer Strategies to Impact Store Brand Share: Global Integration, Local Adaptation, and Worldwide Learning," Marketing Science, INFORMS, vol. 33(1), pages 6-26, January.
    2. Hanna Górska-Warsewicz & Maciej Dębski & Michal Fabuš & Marián Kováč, 2021. "Green Brand Equity—Empirical Experience from a Systematic Literature Review," Sustainability, MDPI, vol. 13(20), pages 1-34, October.
    3. Margherita Del Prete & Antonella Samoggia, 2020. "Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research," Sustainability, MDPI, vol. 12(14), pages 1-18, July.
    4. Rezaei, Sajad, 2015. "Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 1-15.
    5. Wang, Jessie J. & Torelli, Carlos J. & Lalwani, Ashok K., 2020. "The interactive effect of power distance belief and consumers’ status on preference for national (vs. private-label) brands," Journal of Business Research, Elsevier, vol. 107(C), pages 1-12.
    6. Hanna Górska-Warsewicz & Olena Kulykovets, 2020. "Hotel Brand Loyalty—A Systematic Literature Review," Sustainability, MDPI, vol. 12(12), pages 1-34, June.
    7. Nenycz-Thiel, Magda & Romaniuk, Jenni, 2016. "Understanding premium private labels: A consumer categorisation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 22-30.
    8. David Moher & Alessandro Liberati & Jennifer Tetzlaff & Douglas G Altman & The PRISMA Group, 2009. "Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-6, July.
    9. Wang, Ruitong & Liaukonyte, Jura & Kaiser, Harry M., 2018. "Does Advertising Content Matter? Impacts of Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body Mass Index," Agricultural and Resource Economics Review, Cambridge University Press, vol. 47(1), pages 1-31, April.
    10. Olbrich, Rainer & Jansen, Hans Christian & Hundt, Michael, 2017. "Effects of pricing strategies and product quality on private label and national brand performance," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 294-301.
    11. Alessandro Liberati & Douglas G Altman & Jennifer Tetzlaff & Cynthia Mulrow & Peter C Gøtzsche & John P A Ioannidis & Mike Clarke & P J Devereaux & Jos Kleijnen & David Moher, 2009. "The PRISMA Statement for Reporting Systematic Reviews and Meta-Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-28, July.
    12. Schnittka, Oliver, 2015. "Are they always promising? An empirical analysis of moderators influencing consumer preferences for economy and premium private labels," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 94-99.
    13. Elisa Monnot & Béatrice Parguel & Fanny Reniou, 2015. "Consumer responses to elimination of overpackaging on private label products," Post-Print hal-01644780, HAL.
    14. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Wacław Laskowski, 2020. "Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    15. repec:dau:papers:123456789/14053 is not listed on IDEAS
    16. Rana, Jyoti & Paul, Justin, 2017. "Consumer behavior and purchase intention for organic food: A review and research agenda," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 157-165.
    17. Hanna Górska-Warsewicz & Sylwia Żakowska-Biemans & Maksymilian Czeczotko & Monika Świątkowska & Dagmara Stangierska & Ewa Świstak & Agnieszka Bobola & Julita Szlachciuk & Karol Krajewski, 2018. "Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market," Sustainability, MDPI, vol. 10(7), pages 1-28, July.
    18. Rita Coelho do Vale & Pedro Verga Matos, 2016. "The Impact of Private Labels on Different Stages of Store Loyalty: An Empirical Study," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Els Gijsbrecht (ed.), Advances in National Brand and Private Label Marketing, pages 15-23, Springer.
    19. Elisa Monnot & Fanny Reniou & Béatrice Parguel, 2014. "Consumer responses to elimination of overpackaging on private label products," Working Papers halshs-01076408, HAL.
    20. Juan Beristain, Jose & Zorrilla, Pilar, 2011. "The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 562-574.
    21. Ajay Singh & Rakesh Kumar Singhal, 2020. "Emerging third generation private label brands: retailers' and consumers' perspectives towards leading Indian retail chains," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 12(2), pages 179-203.
    22. Bauer, Hans H. & Heinrich, Daniel & Schäfer, Daniela B., 2013. "The effects of organic labels on global, local, and private brands," Journal of Business Research, Elsevier, vol. 66(8), pages 1035-1043.
    23. Coelho do Vale, Rita & Verga Matos, Pedro & Caiado, Jorge, 2016. "The impact of private labels on consumer store loyalty: An integrative perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 179-188.
    24. Liu, Richie L. & Sprott, David E. & Spangenberg, Eric R. & Czellar, Sandor & Voss, Kevin E., 2018. "Consumer preference for national vs. private brands: The influence of brand engagement and self-concept threat," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 90-100.
    25. Dagmar Lesáková, 2018. "Health Perception and Food Choice Factors in Predicting Healthy Consumption Among Elderly," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(6), pages 1527-1534.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Daniela Šálková & Aleš Hes & Petr Kučera, 2023. "Sustainable Consumer Behavior: The Driving Force of Innovation in Retail," Sustainability, MDPI, vol. 15(24), pages 1-26, December.
    2. Karoui, Sedki & Behi, Azza Temessek & Fehri, Dorsaf & Belaid, Samy & Lacoeuilhe, Jérôme, 2024. "Predicting label brand loyalty: A comparison of two models using a partial least square-structural equation modeling," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Tan, Fuqiang & Li, Xi & Agarwal, Reeti & Joshi, Yatish & Yaqub, Muhammad Zafar, 2024. "Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Wacław Laskowski & Barbara Rostecka, 2021. "Towards Sustainable Private Labels in an Autonomous Community during COVID-19—Analysis of Consumer Behavior and Perception on the Example of Tenerife," Sustainability, MDPI, vol. 13(13), pages 1-22, July.
    2. Hanna Górska-Warsewicz, 2022. "Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review," IJERPH, MDPI, vol. 19(15), pages 1-36, July.
    3. Wu, Lifang & Yang, Wei & Wu, Jessica, 2021. "Private label management: A literature review," Journal of Business Research, Elsevier, vol. 125(C), pages 368-384.
    4. Hanna Górska-Warsewicz & Sylwia Żakowska-Biemans & Maksymilian Czeczotko & Monika Świątkowska & Dagmara Stangierska & Ewa Świstak & Agnieszka Bobola & Julita Szlachciuk & Karol Krajewski, 2018. "Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market," Sustainability, MDPI, vol. 10(7), pages 1-28, July.
    5. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Wacław Laskowski, 2020. "Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    6. Bhat Ishfaq Hussain & Singh Sapna, 2018. "Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores," Management & Marketing, Sciendo, vol. 13(1), pages 748-760, March.
    7. Ellen J. Van Loo & Fien Minnens & Wim Verbeke, 2021. "Consumer Preferences for Private Label Brand vs. National Brand Organic Juice and Eggs: A Latent Class Approach," Sustainability, MDPI, vol. 13(13), pages 1-12, June.
    8. Domenico Morrone & Rosamartina Schena, 2018. "The Influence of “Euro-Leaf” Logo on Consumers’ Choices: The Italian Case of Branded and Private Label Food Products," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(3), pages 134-134, February.
    9. Tran, Trang P. & Guzmán, Francisco & Paswan, Audhesh K. & Blankson, Charles, 2020. "National versus private brand: A regulatory focus perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    10. Assarzadegan, Parisa & Hejazi, Seyed Reza & Raissi, Gholam Ali, 2020. "An evolutionary game theoretic model for analyzing retailers’ behavior when introducing economy and premium private labels," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    11. Keller, Kristopher O. & Dekimpe, Marnik G. & Geyskens, Inge, 2022. "Adding budget and premium private labels to standard private labels: Established empirical generalizations, emerging empirical insights, and future research," Journal of Retailing, Elsevier, vol. 98(1), pages 5-23.
    12. Fuduric, Morana & Varga, Akos & Horvat, Sandra & Skare, Vatroslav, 2022. "The ways we perceive: A comparative analysis of manufacturer brands and private labels using implicit and explicit measures," Journal of Business Research, Elsevier, vol. 142(C), pages 221-241.
    13. Elizabeth T Cafiero-Fonseca & Andrew Stawasz & Sydney T Johnson & Reiko Sato & David E Bloom, 2017. "The full benefits of adult pneumococcal vaccination: A systematic review," PLOS ONE, Public Library of Science, vol. 12(10), pages 1-23, October.
    14. Su Keng Tan & Wai Keung Leung & Alexander Tin Hong Tang & Roger A Zwahlen, 2017. "Effects of mandibular setback with or without maxillary advancement osteotomies on pharyngeal airways: An overview of systematic reviews," PLOS ONE, Public Library of Science, vol. 12(10), pages 1-20, October.
    15. Alessandro Concari & Gerjo Kok & Pim Martens, 2020. "A Systematic Literature Review of Concepts and Factors Related to Pro-Environmental Consumer Behaviour in Relation to Waste Management Through an Interdisciplinary Approach," Sustainability, MDPI, vol. 12(11), pages 1-50, May.
    16. Jacob Elnaggar & Fern Tsien & Lucio Miele & Chindo Hicks & Clayton Yates & Melisa Davis, 2019. "An Integrative Genomics Approach for Associating Genetic Susceptibility with the Tumor Immune Microenvironment in Triple Negative Breast Cancer," Biomedical Journal of Scientific & Technical Research, Biomedical Research Network+, LLC, vol. 15(1), pages 1-12, February.
    17. Hyun Kim & Navneet Kaur Baidwan & David Kriebel & Manuel Cifuentes & Sherry Baron, 2018. "Asthma among World Trade Center First Responders: A Qualitative Synthesis and Bias Assessment," IJERPH, MDPI, vol. 15(6), pages 1-14, May.
    18. Giuseppe La Torre & Remigio Bova & Rosario Andrea Cocchiara & Cristina Sestili & Anna Tagliaferri & Simona Maggiacomo & Camilla Foschi & William Zomparelli & Maria Vittoria Manai & David Shaholli & Va, 2023. "What Are the Determinants of the Quality of Systematic Reviews in the International Journals of Occupational Medicine? A Methodological Study Review of Published Literature," IJERPH, MDPI, vol. 20(2), pages 1-12, January.
    19. Frank Peinemann & Ulrich Grouven & Nicolaus Kröger & Carmen Bartel & Max H Pittler & Stefan Lange, 2011. "First-Line Matched Related Donor Hematopoietic Stem Cell Transplantation Compared to Immunosuppressive Therapy in Acquired Severe Aplastic Anemia," PLOS ONE, Public Library of Science, vol. 6(4), pages 1-16, April.
    20. Jonathan Kingsley & Aisling Bailey & Nooshin Torabi & Pauline Zardo & Suzanne Mavoa & Tonia Gray & Danielle Tracey & Philip Pettitt & Nicholas Zajac & Emily Foenander, 2019. "A Systematic Review Protocol Investigating Community Gardening Impact Measures," IJERPH, MDPI, vol. 16(18), pages 1-12, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:19:y:2022:i:3:p:1768-:d:741988. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.