Examining Perceived Risk and Its Influence on Attitudes

What is it about?

This study aims to examine perceived risk and its impact on consumers' attitudes towards private label brands.

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Why is it important?

In the current study, perceived risk towards private label brands was examined from the dimensional aspect and the influence of perceived risk on the attitudes to these brands was analyzed. In the literature, perceived risk generally consists of financial risk, physical risk, social risk, performance (functional) risk and psychological risk dimensions. Primarily, in this study, to what extent these dimensions can explain consumers' perceived risk towards private labels was presented. Contrary to expectations, it was concluded that, perceived risk consisted of three dimensions for private label products..