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Generation Z’s journey from value consciousness to store loyalty: Mediating roles of consumer satisfaction and store trust in private label retailing in an emerging economy

Aysun Sahin et al.

European Research on Management and Business Economics2026https://doi.org/10.1016/j.iedeen.2026.100303article
ABDC A
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0.50

Abstract

• Examines the role of value consciousness in shaping store loyalty among Generation Z consumers. • Explores the sequential mediating roles of consumer satisfaction and store trust. • Employs PLS-SEM to reveal critical pathways driving private label loyalty in a key emerging market. • Offers empirical insights to enhance loyalty strategies through value-driven satisfaction and trust. • Advances the literature on private label marketing by contextualizing findings in Turkey's retail sector. This study investigates the psychological and relational pathways through which Generation Z consumers’ value consciousness fosters store loyalty toward private labels (PLs) in Turkey’s hard-discount retail sector. Grounded in social exchange theory (SET), the study explores the dual mediating roles of consumer satisfaction and store trust in shaping store loyalty. Using a robust sample of 1,505 Generation Z consumers and partial least squares structural equation modelling (PLS-SEM), the findings demonstrate that consumer value consciousness positively influences consumer satisfaction and store trust, which jointly mediate the pathway to store loyalty. These results provide empirical insights into the complex behaviors of Generation Z consumers in emerging markets, offering actionable guidance for retailers to align their PL strategies with this cohort’s value-driven preferences. The study’s findings contribute to both theoretical advancements in SET and practical applications in loyalty-building strategies, emphasizing the role of psychological and relational factors in sustaining competitive advantage.

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https://doi.org/https://doi.org/10.1016/j.iedeen.2026.100303

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@article{aysun2026,
  title        = {{Generation Z’s journey from value consciousness to store loyalty: Mediating roles of consumer satisfaction and store trust in private label retailing in an emerging economy}},
  author       = {Aysun Sahin et al.},
  journal      = {European Research on Management and Business Economics},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1016/j.iedeen.2026.100303},
}

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Generation Z’s journey from value consciousness to store loyalty: Mediating roles of consumer satisfaction and store trust in private label retailing in an emerging economy

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