The present paper explores differences between perceiving consumer risk towards products under private labels (PPLs) versus products under manufacture brands (PMBs) on Russian metropolitan markets (St. Petersburg, namely). The research model (Model RFID) designed taking into account the direct and indirect influence on the said risks from a set of factors relevant to buying decisions. The theoretical and practical consistency of the model tested by relevant statistical tools. Some limitations of the research are presented, as well as recommendations for brand managers aimed at overcoming traditional and strong (though decreasing) PPL risks among Russian consumers. It has been hypothesized that as the private brand phenomenon continues to evolve, a further change in branding strategy should be greening private brands to make them more competitive. Directions and goals for future research concerning the relationship between private labels understood as sustainable brands formulated in brief.

中文翻译：

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可持续发展趋势和消费者对自有品牌的感知风险

本文探讨了在俄罗斯大都市（圣彼得堡）上，消费者对自有品牌（PPL）产品与制造品牌（PMB）产品的感知风险之间的差异。设计的研究模型（Model RFID）考虑了与购买决策相关的一系列因素对上述风险的直接和间接影响。相关统计工具测试了该模型的理论和实际一致性。提出了研究的一些局限性，以及针对品牌管理者的建议，旨在克服俄罗斯消费者中传统的PPL风险（尽管正在降低）。据推测，随着自有品牌现象的不断发展，品牌战略的进一步变化应该是使自有品牌绿色化，以使其更具竞争力。