A Study of Consumers' Attitude Towards Online Private Label Brands Using the Tri - Component Model

Online private label products seem to be a promising and profitable deal for the Indian online retailers. The purpose of this paper was to understand the consumers' attitude and buying behaviour towards online private label brands. For this purpose, we empirically tested a model comprising of variables such as cognitive, affective, behavioural, purchase intention, and actual buying behaviour. Data were gathered by using a schedule. A sample of 400 respondents was gathered, and the hypotheses were tested by performing structural equation modelling. The findings highlighted that the cognitive, affective, and behavioural factors of attitude influenced each other strongly as well as the purchase intention. In addition, the results obtained revealed that purchase intention led to the buying of online private label brands. It is expected that the findings of this study will enable the marketers of online private label brands to be more informed about the consumers' attitude formation process. Furthermore, it will help them to understand the areas related to private label brands, which need their attention.