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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)
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    References listed on IDEAS

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    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.

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    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

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