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Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes

Author

Listed:
  • Svetlana S. Aleksanova

    (Mengna Company, Moscow, Russia)

  • Marina Yu. Sheresheva

    (Lomonosov Moscow State University, Moscow, Russia)

  • Lilia A. Valitova

    (Lomonosov Moscow State University, Moscow, Russia)

  • Konstantin N. Aleksanov

    (Lomonosov Moscow State University, Moscow, Russia)

  • Junzhi Deng

    (Shanghai Investment Consulting Corporation, Shanghai, China)

Abstract

The issues of green marketing, its impact on consumer behaviour, and the evolution of retail chains’ private labels (PLs) are well-covered in scientific literature. However, there is a lack of comprehensive research addressing the interconnection of these three aspects. The paper explores the factors affecting consumer decisions to purchase green private labels and identifies what product attributes Russian consumers associate with being green, i.e., safe for both the consumer and the environment at all stages of production, sales and disposal. The methodological basis of the study resides in relationship marketing theory, consumer choice theory, value perception theory and the concept of sustainable development. The data for the empirical study were obtained from in-depth expert interviews with retail chains’ representatives and respondents’ survey. The data were processed using correlation and regression analysis, as well as content analysis. The research results indicate that the price of private labels is not the sole factor in consumer choice: it is influenced by both socio-demographic characteristics of respondents and additional properties of PLs, including a set of green attributes, informative packaging, social orientation of private labels, etc. The findings of the study are valuable for planning marketing campaigns to promote PLs of retail chains.

Suggested Citation

  • 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.
    • Handle: RePEc:url:upravl:v:15:y:2024:i:3:p:85-98
    DOI: 10.29141/2218-5003-2024-15-3-6
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    References listed on IDEAS

    as
    1. Fiona Scott Morton & Florian Zettelmeyer, 2004. "The Strategic Positioning of Store Brands in Retailer--Manufacturer Negotiations," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(2), pages 161-194, March.
    2. Gielens, Katrijn & Ma, Yu & Namin, Aidin & Sethuraman, Raj & Smith, Ronn J. & Bachtel, Robert C. & Jervis, Suzanne, 2021. "The Future of Private Labels: Towards a Smart Private Label Strategy," Journal of Retailing, Elsevier, vol. 97(1), pages 99-115.
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    Cited by:

    1. 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.
    2. T.T.E. Onewo & Z.S. Belyaeva & G. Adegbile, 2025. "The mediating role of celebrity endorsement in stimulating purchases of ESG-oriented goods in Nigeria’s fast-moving consumer goods sector," Upravlenets, Ural State University of Economics, vol. 16(5), pages 84-97, November.

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    JEL classification:

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

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