A Research Model for Consumers' Intention of Buying Private Label Frozen Vegetables

This article aims at identifying the factors that affect consumers' intentions of buying private label frozen vegetables, developing a related research model, and testing this model using quantitative data from a consumers' sample in Greece. The field research was carried out in Athens and...

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Bibliographic Details
Published in:Journal of food products marketing 2009-03, Vol.15 (2), p.152-163
Main Authors: Chaniotakis, Ioannis E., Lymperopoulos, Constantine, Soureli, Magdalini
Format: Article
Language:English
Subjects:
buying behavior
own label
perceived economic situation
Private label
store brands
structural equation modeling
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Summary:This article aims at identifying the factors that affect consumers' intentions of buying private label frozen vegetables, developing a related research model, and testing this model using quantitative data from a consumers' sample in Greece. The field research was carried out in Athens and the sample comprised 282 consumers. Data analysis was performed using Structural Equation Modeling. The results confirmed that: * Consumers' intention of buying private-label frozen vegetables is directly affected by consumers' attitudes toward this type of products. * Consumers' attitudes toward private-label frozen vegetables are directly affected by the perceived benefits and indirectly affected by consumer trust and perceived economic situation.
ISSN:1045-4446
1540-4102
DOI:10.1080/10454440802317006