The role of store image, perceived quality, trust and perceived value in predicting consumers' purchase intentions towards organic private label food

Abstract

The trend of introducing organic private label (OPL) products aim to attract health-conscious, environmentally concerned consumers and create store loyalty. Within this context, this present study sheds insights on how store image (SI), perceived quality (PQ), trust in OPL, and perceived value (PV) influence consumers' purchase intentions (PI) towards OPL food products. Empirical data were collected from consumers with self-administered questionnaires in Istanbul, Turkey. The suggested hypotheses were tested utilizing structural equation modeling. The findings of this research reported that SI has a positive impact on PQ and trust in OPL. It was also revealed that PQ, trust in OPL contributes to perceived value. In addition, both PV, trust in OPL and PV was found to have a positive influence on consumers' PI. Moreover, the empirical findings also supported that the impact of PQ and trust in OPL on PI is partially mediated by PV. Some implications are also presented at the end of the study.