Abstract
The digital era is transforming marketing activities and consumer behaviors by shifting conventional transactions into digital channels to achieve business sustainability. Online retailers already highlight new or complementary products or endorse specific brands to recommend alternative brands, including their own private labels, after consumers have decided to purchase products, which can be beneficial by introducing a private brand. Private Label Brands (PLBs), also known as store brands or retailer brands, have shown tremendous success in recent years. Therefore, this study aims to examine the attitude built by consumers towards private label products and to provide an overview of the antecedent variables that influence attitudes toward purchasing private label products. Additionally, it seeks to verify whether online shoppers, having made a product choice, are differentially inclined to switch to a recommended alternative. A total of 271 valid responses were collected. The responses were statistically analyzed using SPSS and PLS. The findings of this study showed that frugality, familiarity with PLB, and trust have a significant impact on attitude. However, consumer innovativeness has neither a significant direct influence on attitude nor an indirect influence on intention. This study contributes to understanding the conditions under which an online retail platform can be beneficial by introducing a private brand.