Consumers' intentions of buying own‐label premium food products

Purpose Each own‐label product enjoys different levels of customer acceptance and perceived risk and requires different attention with respect to the different elements of the marketing mix. This paper explores the factors affecting consumers' intentions to buy an own‐label premium food product. More specifically, this study focuses on the case of own‐label olive oil. Design/methodology/approach The research involved a review of the available literature on factors affecting consumer attitudes towards own‐label products. For the collection of data, a survey was designed and conducted in the greater area of Athens, Greece. The research questionnaire was administered by means of personal interviews to 799 consumers. Findings Data analysis results, using structural equation modelling, showed that consumers' purchase intention is directly affected by consumers' attitudes towards own‐label olive oil, which in turn are influenced by consumers' perceived benefits, economic situation, brand loyalty and trust. Moreover, the level of income has a direct negative impact on both consumer attitudes and purchase intention. Research limitations/implications Limitations relate to the use of non‐probability sample and the restricted geographical area of the field research. Originality/value Considering that own‐label products' quality is questionable, this study contributes to the academic body of knowledge, by examining consumers' perceptions about a premium own‐label food product. By testing existing knowledge in a new context, the paper makes incremental contribution to the knowledge on own‐label products, and provides insights for practitioners.