The impact of organic private label on retailer perceptions and recommendation and shopping intent towards a retailer.
(A2019-9302)

AUTHORS

Charlotte Massa, EM Strasbourg Business School; Laurent Busca, University of Montpellier; Gauthier Casteran, Universiy of Limoges; Daria Plotkina, EM Strasbourg, University of Strasbourg

KEYWORDS

Organic private label brands; Private label brands; Retailer perception

ABSTRACT

Retailers are introducing more and more organic private label (PLB). The impact of standard PLB image on retailer brand image is known while the impact of organic PLB image remains unclear. This study compares the impact of standard vs. organic PLB on retailer perceptions and consequent intent to recommend and to shop at the retailer. To test our hypotheses, we carry out an online experiment and show that organic PLB improves the CSR image of the retailer and thus increases the intention to recommend and shop at the retailer.