Retailers are increasingly extending their private label assortments with meat-substitute, vegetarian and vegan foods (here called veg foods) to respond to emerging consumer trends. However, no studies on consumer buying behavior with regard to veg private labels exist. Accordingly, this work analyses the impact of ethical motives (i.e., environmental, animal welfare, health, and spiritual concerns) and perceptual factors (i.e., trust, perceived quality, and perceived value) as drivers of consumers' buying intentions of regular and occasional buyers of veg private labels, identified by their purchase frequency. The multigroup structural model findings show that occasional buyers are motivated by perceived quality, environmental, and animal concerns, while regular buyers opt for veg private labels on the grounds of their trust in the retailer's own-brand and environmentally-friendly claims. The perceived value is key for both segments.

零售商越来越多地通过肉类替代品、素食和纯素食品（这里称为素食食品）扩展他们的自有品牌分类，以应对新兴的消费趋势。然而，没有关于消费者购买蔬菜自有品牌行为的研究。因此，这项工作分析了道德动机（即环境、动物福利、健康和精神问题）和感知因素（即，信任、感知质量和感知价值）作为消费者购买蔬菜自有品牌的常规和偶尔购买者购买意愿的驱动因素，由他们的购买频率确定。多组结构模型的研究结果表明，偶尔购买者的动机是感知质量、环境和动物问题，而经常购买者则选择蔬菜自有品牌，因为他们信任零售商的自有品牌和环保主张。感知价值是这两个细分市场的关键。