LAUSR

The purpose of this research is to examine the link between Gen Z ́s values and private label acceptance. It aims at better understanding future generations ́ openness to retailer ́s private label brands, a factor highly relevant for channel strategies. Based on survey data, a sample of 3,194 consumers was explored. Descriptive and inferential statistical methods were used (a) to examine consumer perceptions of private labels, (b) to understand private label usage, and (c) to link Gen Z ́s values to customer evaluations and reported buying. The findings indicate that Gen Z consumers are characterized by the value factors (I) altruism, (II) performance orientation, (III) hedonism, and (IV) sense of family. Further, the factors (I) and (II) were identified to be particularly relevant for private label brand positioning. The paper is unique as it is the first empirical investigation of Gen Z ́s private label brand preference in the context of retailing and distribution channel strategy.