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

Abstract

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.