IDEAS home Printed from https://ideas.repec.org/a/aiy/jnjaer/v24y2025i1p344-378.html
   My bibliography  Save this article

Factors of Consumer Trust in Private Label Food Products: A Case of Loyalty to Russian Retailers

Author

Listed:
  • Elena R. Sharko
  • Anastasiya A. Sokolova

Abstract

Retailers around the world have been actively developing the Private Label (PL) niche in recent years, significantly contributing to food sales in value. Therefore, the goal of this research is to determine the factors influencing trust in private label food brands among consumers in relation to loyalty to retailers. Hypotheses were formulated to identify the above-mentioned influence. The research involved an empirical approach combining qualitative (semi-structured interviews) and quantitative methods: Exploratory Factor Analysis (EFA); Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The online survey was conducted in March-April 2023 (387 respondents). The criteria for selecting respondents were that they resided in Moscow or the Moscow region; were aged 18 years or older; at least once bought private label branded food in the previous year. Analysis revealed the most significant factors of trust development in private label brands foods among consumers. They were structured and systematised, and recommendations were also formed for Russian retailers to strengthen consumer loyalty in the "dairy" category. The study addresses a gap in theoretical publications regarding the influence of factors on the choice of private label branded food products on loyalty to the retailer. The results can be used to analyse the factors of choice, their structure and influence on loyalty to private label branded foods in other product categories, as well as for the study of such influence and adaptation of the results obtained in other regions of Russia, due to a different socio-demographic profile of the population. The results can be adapted for different price segments of private label branded foods.

Suggested Citation

  • Elena R. Sharko & Anastasiya A. Sokolova, 2025. "Factors of Consumer Trust in Private Label Food Products: A Case of Loyalty to Russian Retailers," Journal of Applied Economic Research, Graduate School of Economics and Management, Ural Federal University, vol. 24(1), pages 344-378.
    • Handle: RePEc:aiy:jnjaer:v:24:y:2025:i:1:p:344-378
    DOI: https://doi.org/10.15826/vestnik.2025.24.1.012
    as

    Download full text from publisher

    File URL: https://journalaer.ru//fileadmin/user_upload/site_15934/2025/12_SHarko_Sokolova.pdf
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.15826/vestnik.2025.24.1.012?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. Ozdemir, Sena & Zhang, ShiJie & Gupta, Suraksha & Bebek, Gaye, 2020. "The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty," Journal of Business Research, Elsevier, vol. 117(C), pages 791-805.
    2. Svetlana S. Aleksanova & Marina Yu. Sheresheva & Lilia A. Valitova & Konstantin N. Aleksanov & Junzhi Deng, 2024. "Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes," Upravlenets, Ural State University of Economics, vol. 15(3), pages 85-98, July.
    3. Hallikainen, Heli & Laukkanen, Tommi, 2018. "National culture and consumer trust in e-commerce," International Journal of Information Management, Elsevier, vol. 38(1), pages 97-106.
    4. Jung, Jin Ho & Yoo, Jay Jaewon & Arnold, Todd J., 2021. "The influence of a retail store manager in developing frontline employee brand relationship, service performance and customer loyalty," Journal of Business Research, Elsevier, vol. 122(C), pages 362-372.
    5. Fernández-Bonilla, Fernando & Gijón, Covadonga & De la Vega, Bárbara, 2022. "E-commerce in Spain: Determining factors and the importance of the e-trust," Telecommunications Policy, Elsevier, vol. 46(1).
    6. 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.
    7. Tatiana Marceda Bach & Wesley Vieira Silva & Adriano Mendonça Souza & Claudineia Kudlawicz-Franco & Claudimar Pereira Veiga, 2020. "Online customer behavior: perceptions regarding the types of risks incurred through online purchases," Palgrave Communications, Palgrave Macmillan, vol. 6(1), pages 1-12, December.
    Full references (including those not matched with items on IDEAS)

    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. Zhang, Chuang & Du, Nan & Zhang, Xubing, 2021. "When an interfirm relationship is ending: The dark side of managerial ties and relationship intimacy," Journal of Business Research, Elsevier, vol. 125(C), pages 227-238.
    2. Wenxiang Zhang & Saeed Siyal & Samina Riaz & Riaz Ahmad & Mohd Faiz Hilmi & Zhi Li, 2023. "Data Security, Customer Trust and Intention for Adoption of Fintech Services: An Empirical Analysis From Commercial Bank Users in Pakistan," SAGE Open, , vol. 13(3), pages 21582440231, July.
    3. Olimpia Elena Mihaela OANCEA, 2023. "Understanding Consumer Behaviour In A Digital Age," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 22(2), pages 35-42.
    4. Wang, Le & Luo, Xin (Robert) & Li, Han, 2022. "Envy or conformity? An empirical investigation of peer influence on the purchase of non-functional items in mobile free-to-play games," Journal of Business Research, Elsevier, vol. 147(C), pages 308-324.
    5. Shehawy, Yasser Moustafa & Agag, Gomaa & Alamoudi, Hawazen O. & Alharthi, Majed D. & Brown, Abraham & Labben, Thouraya Gherissi & Abdelmoety, Ziad H., 2024. "Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    6. Leonie Kuen & Daniel Westmattelmann & Maike Bruckes & Gerhard Schewe, 2023. "Who earns trust in online environments? A meta-analysis of trust in technology and trust in provider for technology acceptance," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-24, December.
    7. Wesley Marcos Almeida & Claudimar Pereira Veiga, 2023. "Does demand forecasting matter to retailing?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 219-232, June.
    8. Muhammad Asif Zaheer & Temoor Anjum & Julián Andrés Díaz Tautiva & Petra Heidler, 2024. "Digital Transformation of Enterprises to Enhance Sustainability: How Does the Reputation of Digital Applications Influence the Attributes of E-Commerce," Sustainability, MDPI, vol. 16(17), pages 1-18, August.
    9. Liu, Dewen & Han, Shenghao & Zhang, Jieqiong, 2022. "The golden mean: Research on the mechanism of customer participation in employee service innovation," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    10. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    11. Faisal Mohammed O. Almaslukh & Haliyana Khalid & Alaa Mahdi Sahi, 2022. "The Impact of Internal Marketing Practices on Employees’ Job Satisfaction during the COVID-19 Pandemic: The Case of the Saudi Arabian Banking Sector," Sustainability, MDPI, vol. 14(15), pages 1-15, July.
    12. Cha, Moon-Kyung & Lee, Hee-Jung, 2022. "Does social trust always explain the active use of sharing-based programs?: A cross-national comparison of Indian and U.S. rideshare consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    13. Ming-Yan Wang & Peng-Zhu Zhang & Cheng-Yang Zhou & Neng-Ye Lai, 2019. "Effect of Emotion, Expectation, and Privacy on Purchase Intention in WeChat Health Product Consumption: The Mediating Role of Trust," IJERPH, MDPI, vol. 16(20), pages 1-19, October.
    14. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    15. Johannes Hofmeister & Dominik K. Kanbach & Jens Hogreve, 2024. "Measuring and managing service productivity: a meta-analysis," Review of Managerial Science, Springer, vol. 18(3), pages 739-775, March.
    16. El Aissoug, Chaimaa & Kim, Thai-Young & Wang, Xue-Qin & Choi, Dong-Hyun, 2024. "Cross-cultural exploration of determinants of e-commerce adoption: Perspectives from logistics service quality and payment driver," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    17. Oana Pricopoaia & Nicoleta Cristache & Carmen Oprit Maftei & Ciprian Matis & Casian Faur, 2023. "Modelling Consumer Behaviour on Online Collaborative Platforms," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 205-218.
    18. Krishna, Arunima & Kim, Soojin, 2021. "Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion," Journal of Business Research, Elsevier, vol. 137(C), pages 267-277.
    19. Tierney, Kieran D. & Oswald Karpen, Ingo & Westberg, Kate, 2022. "Brand meaning and institutional work: The light and dark sides of service employee practices," Journal of Business Research, Elsevier, vol. 151(C), pages 244-256.
    20. Tsung-Yu Chou & Peng-Yeh Lee, 2023. "Predicting Athlete Intentions for Using Sports Complexes in the Post-Pandemic Era," IJERPH, MDPI, vol. 20(6), pages 1-17, March.

    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:aiy:jnjaer:v:24:y:2025:i:1:p:344-378. 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: Natalia Starodubets (email available below). General contact details of provider: https://edirc.repec.org/data/seurfru.html .

    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.