The roles of packaging cues, perceived quality and retailer trust in loyalty formation among Gen Z: A conceptual review in private label brands

Abstract

The rapid growth of private label brands has coincided with the emergence of Generation Z as a dominant consumer cohort, yet limited theoretical integration exists explaining how trust and perception mechanisms drive private label loyalty among this digitally native generation. Constructing upon trust transfer theory, signaling theory, and the stimulus–organism–response (S–O–R) framework, this conceptual paper proposes an integrated model explaining loyalty formation toward private label brands among Gen Z consumers. Precisely, the model suggests that packaging cues (visual aesthetics, sustainability signals, and informational transparency) function as extrinsic stimuli that shape perceived quality and retailer trust. Retailer trust is further theorized to mediate the relationship between perceived quality and private label brand loyalty. The framework also conceptualizes Gen Z’s specific characteristics, such as digital fluency, value consciousness, and sustainability orientation as moderating influences that strengthen or weaken these relationships. By distinguishing retailer trust from brand trust, the paper advances the literature on trust transfer mechanisms in contemporary retail environments. The proposed model contributes to private label research by shifting the focus from price-driven evaluations to perception- and trust-based loyalty pathways. Managerially, the framework offers strategic implications for retailers seeking to enhance private label equity through packaging design, transparency communication, and trust-building initiatives tailored to Gen Z. Directions for empirical validation and cross-cultural testing are discussed.