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

Abstract

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.