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Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market

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  • Hanna Górska-Warsewicz

    (Faculty of Human Nutrition and Consumer Sciences, Department of Organization and Consumption Economics, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Sylwia Żakowska-Biemans

    (Faculty of Human Nutrition and Consumer Sciences, Department of Organization and Consumption Economics, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Maksymilian Czeczotko

    (Faculty of Human Nutrition and Consumer Sciences, Department of Organization and Consumption Economics, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Monika Świątkowska

    (Faculty of Human Nutrition and Consumer Sciences, Department of Organization and Consumption Economics, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Dagmara Stangierska

    (Faculty of Horticulture, Biotechnology and Landscape Architecture, Section of Horticultural Economics, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Ewa Świstak

    (Faculty of Human Nutrition and Consumer Sciences, Department of Organization and Consumption Economics, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Agnieszka Bobola

    (Faculty of Human Nutrition and Consumer Sciences, Department of Organization and Consumption Economics, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Julita Szlachciuk

    (Faculty of Human Nutrition and Consumer Sciences, Department of Organization and Consumption Economics, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Karol Krajewski

    (Institute of Technical Sciences, East European State University in Przemyśl, 37-700 Przemysl, Poland)

Abstract

The main aim of this study was to determine how chains of modern international retailers can achieve a competitive advantage (CA) by introducing private labels (PLs) in the organic category and can, in turn, stimulate the consumption of food produced with respect to sustainability principles. The research was conducted with the use of a qualitative approach and involved two steps. First, in order to select retailers with organic private labels (OPLs) and producers delivering products under OPLs, in-depth semistructured interviews were conducted with the representatives of management boards of 17 enterprises. Second, in order to analyze the assortment-based competitive advantage of the OPLs in depth, 8 enterprises were analyzed. In order to explore the price-related competitive advantage, three products offered under PLs, organic PLs, producer brands, and imported brands were selected for subsequent analysis. For retail chains, it was found that the introduction of OPLs is the source of CA via six contributors, namely, price, range of assortment, type of PLs, image of the retailer, sustainability and specific process, and product-related attributes of organic food. Extension of offers with organic private labels makes it easier for consumers to buy organic food at more affordable prices and follow the principles of proper nutrition and a sustainable diet with low environmental impact. At the same time, the international retailers can position themselves as chains contributing to more sustainable consumption.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:7:p:2338-:d:156464
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    References listed on IDEAS

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    Cited by:

    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. 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.
    3. Yating Tian & Qeis Kamran, 2021. "A Review of Antecedents and Effects of Loyalty on Food Retailers toward Sustainability," Sustainability, MDPI, vol. 13(23), pages 1-18, December.
    4. Hanna Górska-Warsewicz & Sylwia Żakowska-Biemans & Dagmara Stangierska & Monika Świątkowska & Agnieszka Bobola & Julita Szlachciuk & Maksymilian Czeczotko & Karol Krajewski & Ewa Świstak, 2021. "Factors Limiting the Development of the Organic Food Sector—Perspective of Processors, Distributors, and Retailers," Agriculture, MDPI, vol. 11(9), pages 1-22, September.
    5. Karolina Woś & Lisa Marie Borghoff & Andrijana Horvat & Flavio Paoletti & Eleonora Saggia Civitelli & Ewa Rembiałkowska, 2022. "Preliminary Analysis of Voluntary Information on Organic Milk Labels in Four European Union Countries," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    6. 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.

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