Understanding Consumer Choices for Sustainable Private Labels in Tenerife During COVID-19

What is it about?

Our study aimed to analyze consumer behavior and perception towards private labels (PLs) in Tenerife as an autonomous community during COVID-19, with special attention given to sustainability aspects. The research was conducted on a sample of 500 adults purchasing PLs using quota selection and the CAWI method. We formulated four research questions related to factors of PL choice, the relationship between frequency of PL purchases, consumers’ age and income, perceived changes in PLs, and evaluation of PL products including sustainability. The latter research question referred to such product characteristics as local and environmentally friendly production, organic production, and production according to traditional technologies using only natural ingredients. For a detailed analysis of consumer behavior, we used Pearson’s chi-square test, the rho-Spearman correlation coefficient, and cluster analysis. The most important factors for purchasing PL products were lower prices compared to leading brands, attachment to a given chain, and the feeling of safety and trust in PL products. The frequency of purchase of PL food products, except for alcohol, significantly negatively correlates with age, which means that the purchase of PLs from the analyzed product categories decreases with age. The increased availability and improved image and quality of PLs were identified as the most important changes in PLs. PL food products were rated by consumers as fresh, minimally processed and with quality certificates. Environmentally friendly production methods, nutritional value, and origin from an area close to home were also indicated.

Featured Image

Photo by Cytonn Photography on Unsplash

Photo by Cytonn Photography on Unsplash

Why is it important?

The article analyzes how consumer preferences and behaviors have shifted during the COVID-19 pandemic, particularly regarding sustainable private labels. This emphasis on sustainability is crucial for promoting environmentally friendly practices within the retail sector. By focusing on Tenerife, it offers a localized perspective that can inform policymakers and businesses about specific consumer trends and perceptions in similar autonomous communities. Additionally, the analysis considers the unique challenges posed by the pandemic, providing valuable context for understanding how crises can influence consumer behavior and market dynamics. The findings serve as a guide for retailers and brands looking to develop or enhance their sustainable product offerings, ensuring alignment with consumer values and expectations. Overall, the article contributes to the broader discourse on sustainability in retail and provides actionable insights for stakeholders in the industry.

Perspectives