Innovate or Imitate? Examining the Effects of Copycat Packaging and Standalone Branding on the Purchase Intention of Organic Private Labels

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Consumer demand for organic food is on the rise globally, including in Europe and the Netherlands. To meet this demand, retailers are incorporating organic products into their offerings, including through the introduction of organic private label brands. However, there is limited research on the specific impact of packaging and branding strategies for these organic private labels. This study aims to contribute to existing knowledge by investigating the effects of copycat packaging and standalone branding on consumers' purchase intention of organic private label products. It also explores how the nature of the supermarket (Hi-Lo vs. EDLP) moderates these effects. The research is motivated by the need for retailers to effectively position and differentiate their organic private label offerings in a highly competitive market. By understanding the optimal packaging and branding strategies, retailers can better meet consumer expectations and capitalize on the growing demand for organic products. The findings of this study have practical implications for retailers' marketing strategies in the organic sector. Through a questionnaire with an experimental design, participants were assigned to eight conditions, each with different visual shelf layouts representing different packaging and branding strategies. Results show that copycat packaging and standalone branding does not influence the purchase intention of organic private label products. Based on these findings, it appears that organic private label products are not directly comparable to standard and premium private labels. The study also reveals that the nature of supermarket, whether it is an everyday low-price (EDLP) supermarket or a Hi-Lo supermarket, does not influence the relationship. In addition, purchase intention of organic private label was found to be affected by the control variables familiarity with product category.
Faculteit der Managementwetenschappen