IDEAS home Printed from https://ideas.repec.org/a/ssi/jouesi/v8y2020i1p347-362.html
   My bibliography  Save this article

Sustainability trends and consumer perceived risks towards private labels

Author

Listed:
  • Vitally Cherenkov

    (Saint Petersburg State University, Russian Federation)

  • Marina Sheresheva

    (Lomonosov Moscow State University, Russian Federation)

  • Sergey Starov

    (Saint Petersburg State University, Russian Federation)

  • Igor Gladkikh

    (Saint Petersburg State University, Russian Federation)

  • Alexander Tanichev

    (Baltic State Technical University "Voenmeh" named after D.F. Ustinov, Russian Federation)

  • Svetlana Berezka

    (Lomonosov Moscow State University, Russian Federation)

  • Svetlana Berezka

    (National Research University Higher School of Economics, Russian Federation)

  • Igor Savelev

    (Lomonosov Moscow State University, Russian Federation)

  • Anastasia Yussuf

    (Financial University under the Government of the Russian Federation, Russian Federation)

Abstract

The present paper explores differences between perceiving consumer risk towards products under private labels (PPLs) versus products under manufacture brands (PMBs) on Russian metropolitan markets (St. Petersburg, namely). The research model (Model RFID) designed taking into account the direct and indirect influence on the said risks from a set of factors relevant to buying decisions. The theoretical and practical consistency of the model tested by relevant statistical tools. Some limitations of the research are presented, as well as recommendations for brand managers aimed at overcoming traditional and strong (though decreasing) PPL risks among Russian consumers. It has been hypothesized that as the private brand phenomenon continues to evolve, a further change in branding strategy should be greening private brands to make them more competitive. Directions and goals for future research concerning the relationship between private labels understood as sustainable brands formulated in brief.

Suggested Citation

  • Vitally Cherenkov & Marina Sheresheva & Sergey Starov & Igor Gladkikh & Alexander Tanichev & Svetlana Berezka & Svetlana Berezka & Igor Savelev & Anastasia Yussuf, 2020. "Sustainability trends and consumer perceived risks towards private labels," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(1), pages 347-362, September.
    • Handle: RePEc:ssi:jouesi:v:8:y:2020:i:1:p:347-362
    DOI: 10.9770/jesi.2020.8.1(24)
    as

    Download full text from publisher

    File URL: https://jssidoi.org/jesi/uploads/articles/29/Cherenkov_Sustainability_trends_and_consumer_perceived_risks_towards_private_labels.pdf
    Download Restriction: no
    File URL: https://jssidoi.org/jesi/article/624
    Download Restriction: no
    File URL: https://libkey.io/10.9770/jesi.2020.8.1(24)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. repec:cup:judgdm:v:3:y:2008:i::p:317-324 is not listed on IDEAS
    2. Dowling, Grahame R & Staelin, Richard, 1994. "A Model of Perceived Risk and Intended Risk-Handling Activity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 119-134, June.
    3. Florence Kremer & Catherine Viot, 2012. "How store brands build retailer brand image," Post-Print hal-01803720, HAL.
    4. Nenycz-Thiel, Magda & Romaniuk, Jenni, 2011. "The nature and incidence of private label rejection," Australasian marketing journal, Elsevier, vol. 19(2), pages 93-99.
    5. J.J. Lambin & R. Chumpitaz & I. Shuiling, 2007. "Market-driven Management: strategic and operational marketing," Post-Print hal-00252132, HAL.
    6. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    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. Aistė Čapienė & Aušra Rūtelionė & Manuela Tvaronavičienė, 2021. "Pro-Environmental and Pro-Social Engagement in Sustainable Consumption: Exploratory Study," Sustainability, MDPI, vol. 13(4), pages 1-20, February.

    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. Angshuman Ghosh & Sanjeev Varshney & Pingali Venugopal, 2014. "Social Media WOM: Definition, Consequences and Inter-relationships," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 293-308, August.
    2. Bruno Durand & Magali Jara, 2017. "Comment expliquer le succès du drive ? La logistique et le marketing comme premiers éléments de réponse," Working Papers hal-01460086, HAL.
    3. Bonnin, Gaël, 2020. "The roles of perceived risk, attractiveness of the online store and familiarity with AR in the influence of AR on patronage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    4. Tsai, Juin-Ming & Hung, Shiu-Wan & Yang, Ting-Ting, 2020. "In pursuit of goodwill? The cross-level effects of social enterprise consumer behaviours," Journal of Business Research, Elsevier, vol. 109(C), pages 350-361.
    5. Nga N. Ho-Dac & Minu Kumar & Rebecca J. Slotegraaf, 2020. "Using product development information to spur the adoption of continuous improvement products," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1156-1173, November.
    6. Oleg Curbatov, 2013. "The 'Knowledge Marketing': A New Trend In A Management Science World," Post-Print hal-01509370, HAL.
    7. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557, October.
    8. Agnès Helme-Guizon & Fanny Magnoni, 2019. "Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?," Post-Print hal-03591683, HAL.
    9. Kang, Min Jung & Park, Heejun, 2011. "Impact of experience on government policy toward acceptance of hydrogen fuel cell vehicles in Korea," Energy Policy, Elsevier, vol. 39(6), pages 3465-3475, June.
    10. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    11. Aîda Mimouni & Ouidade Sabri-Zaaraoui & Béatrice Parguel, 2010. "Competitive Advertising Within Store Flyers: A Win-Win Strategy?," Post-Print halshs-00634439, HAL.
    12. Weisstein, Fei L. & Kukar-Kinney, Monika & Monroe, Kent B., 2016. "Determinants of consumers' response to pay-what-you-want pricing strategy on the Internet," Journal of Business Research, Elsevier, vol. 69(10), pages 4313-4320.
    13. F. Magnoni & Elyette Roux, 2011. "Stretching a luxury brand down: An experimental study of core brand dilution effects," Post-Print halshs-00644899, HAL.
    14. Lim, Thien Sang & Mail, Rasid & Abd Karim, Mohd Rahimie & Ahmad Baharul Ulum, Zatul Karamah & Jaidi, Junainah & Noordin, Raman, 2018. "A serial mediation model of financial knowledge on the intention to invest: The central role of risk perception and attitude," Journal of Behavioral and Experimental Finance, Elsevier, vol. 20(C), pages 74-79.
    15. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    16. Eric Johnson & Simon Gaechter & Andreas Herrmann, 2006. "Exploring the Nature of Loss Aversion," Discussion Papers 2006-02, The Centre for Decision Research and Experimental Economics, School of Economics, University of Nottingham.
    17. Rong Li & Amiya K. Basu, 2020. "Pricing Strategy for GM Food: Impact of Consumer Attitude Heterogeneity and GMO Food Labelling," Annals of Operations Research, Springer, vol. 291(1), pages 463-474, August.
    18. Ahrholdt, Dennis C. & Gudergan, Siegfried P. & Ringle, Christian M., 2019. "Enhancing loyalty: When improving consumer satisfaction and delight matters," Journal of Business Research, Elsevier, vol. 94(C), pages 18-27.
    19. Kupeli, Birgul & Salman, Gulberk Gultekin & Karaosmanoglu, Elif & Daim, Tugrul, 2024. "Exploring self-service technology adoption: Case of airline check in," Technology in Society, Elsevier, vol. 77(C).
    20. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.

    More about this item

    Keywords

    consumer perceived risk; FMCG; green brand; manufacturer brand; perceived value; private label; sustainable brand; retailer image;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:ssi:jouesi:v:8:y:2020:i:1:p:347-362. 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: Manuela Tvaronaviciene (email available below). General contact details of provider: .

    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.