Factors influencing consumer motivations towards private label organic food

• Autor(a) principal: Duarte, Catarina Patrícia Cardoso
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/36864
• topic: Organic food consumption; Private labels; Consumer behaviour; Sustainability; Consumo de alimentos biológicos; Marca de distribuidor; Comportamento do consumidor; Sustentabilidade; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The problematic nature of the investigation recognizes how consumers face private label organic products, letting one infer what may motivate or demotivate individuals to buy private label products to the detriment of manufacturers' brands. The acknowledgement of organic food consumption is growing steadily, and the trend has not gone unnoticed by the largest retail companies, which have continuously unveiled new private label bio foods. The empirical study explores how the several variables under analysis influence consumer behaviour in Portugal through a quantitative analysis using interviews as a collection method. It was sought to comprehend how consumers perceive the entrance of the supermarkets in the world of organic products and explore the determinants that may encourage individuals to move from a manufacturer's brand to a private label and the most influential factors affecting their purchase. From the research conducted, it is possible to notice that individuals face private label organic products as being of comparable quality to store-brand products only sold under a lower price point. The present investigation aims to support retailers in gaining an overall comprehension of the consumer's mindset.