The current work focuses on consumer buying behavior concerning veg food branded with the private label. Studies on the factors driving consumers in buying veg private labels are uncommon and empirical studies on the topic are lacking. Specifically, we propose a model aimed at exploring the attitude-intention-behaviour path when veg private labels (VPL) are concerned and when a double kind of behavior is considered: behavioral loyalty (BLVPL) and willingness to pay (WTP). The study was performed via a survey accomplished administering a structured questionnaire to a sample of consumers via social networks and then applying structural equation modeling (SEM) to the dataset. Findings confirm the investigated path in developing a positive willingness to pay (WTP) and buying behavior (BLVPL) regarding VPL, through the mediating role of attitude towards vegan food consumption (ATTV) and intention to buy the vegan private label (INTB-VPL), activated by an ethical motive: planet concern. Theoretical and managerial implications are derived.

Buying Veg Private Labels. Antecedents and Mediators / Martinelli, Elisa; De Canio, Francesca; Endrighi, Emiro. - (2020), pp. 115-122. [10.1007/978-3-030-47764-6_14]

Buying Veg Private Labels. Antecedents and Mediators

Martinelli, Elisa
;
De Canio, Francesca;Endrighi, Emiro
2020

Abstract

The current work focuses on consumer buying behavior concerning veg food branded with the private label. Studies on the factors driving consumers in buying veg private labels are uncommon and empirical studies on the topic are lacking. Specifically, we propose a model aimed at exploring the attitude-intention-behaviour path when veg private labels (VPL) are concerned and when a double kind of behavior is considered: behavioral loyalty (BLVPL) and willingness to pay (WTP). The study was performed via a survey accomplished administering a structured questionnaire to a sample of consumers via social networks and then applying structural equation modeling (SEM) to the dataset. Findings confirm the investigated path in developing a positive willingness to pay (WTP) and buying behavior (BLVPL) regarding VPL, through the mediating role of attitude towards vegan food consumption (ATTV) and intention to buy the vegan private label (INTB-VPL), activated by an ethical motive: planet concern. Theoretical and managerial implications are derived.
Advances in National Brand and Private Label Marketing. Seventh International Conference, 2020
Martínez-López, Francisco J., Gázquez-Abad, Juan Carlos, Breugelmans, Els (Eds.)
9783030477639
Springer Science and Business Media B.V.
SVIZZERA
Buying Veg Private Labels. Antecedents and Mediators / Martinelli, Elisa; De Canio, Francesca; Endrighi, Emiro. - (2020), pp. 115-122. [10.1007/978-3-030-47764-6_14]
Martinelli, Elisa; De Canio, Francesca; Endrighi, Emiro
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/1203481
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