Factors influencing the attitude towards organic private labels in sustainability-oriented target groups

Mayerhofer et al. (2008) analyzed the impact of CSR policies on attitude towards companies and brands on the example of the purchase of instant coffee. Results revealed a sensitivity of consumers towards CSR activities of companies. Organic food is classed among the credence goods – so a company's reputation may be even more important, because it "radiates" on the company´s own brands (cf. Möhlenbruch / Wolf, 2008, pp. 42-50). For the sustainability-oriented LOHAS (Lifestyles of Health and Sustainability) this should be of particular importance (cf. Wenzel et al., 2008).

The aim of this study is to evaluate the influence of personality characteristics (values; locus of control; ambiguity tolerance), attitude towards CSR / company, importance of product attributes and sustainable orientation on the attitude towards organic private labels. For this purpose, a standardized online survey (n = 709) was conducted among sustainability-oriented Austrian consumers.

There were gender differences in the factors influencing the attitude towards organic private brands. Factors important to female Proactive LOHAS are safety, power and a likeable company. For male Proactive LOHAS self-determination, fair conduct vis-a-vis competitors and credible (CSR) advertising matter. Female Mission-driven LOHAS value a likeable company, fair relationships with competitors, and non-conformity in the values orientation. For male Mission-Driven LOHAS high product quality and credible coverage in consumer magazines and test reports are crucial. With the sustainable orientation of consumers the influence of their attitude towards the company on the organic private label decreases.

It should be noted that the focus of the study is on Natur*pur, an organic private label of the Austrian food retailer Spar.