The Evolution of Private Label Brands and the Adoption of Sustainability Concepts in Thailand’s Retail Landscape
คำสำคัญ:
Private label, Sustainability, Retail Strategy, Thailandบทคัดย่อ
The trajectory of private label (PL) brands has witnessed a remarkable change over the last several decades, transitioning from cost-driven alternatives to national brands into sophisticated, strategically positioned offerings that increasingly incorporate sustainability as a core value proposition. This paper undertakes a comprehensive review of extant scholarly literature, industry analyses, and empirical data, with a particular focus on the Thai retail environment, to elucidate the historical evolution of PL brands and their recent pivot towards sustainability-oriented branding. The review synthesizes multidimensional drivers including regulatory frameworks, consumer behavioral dynamics, and supply chain innovations that collectively underpin the adoption. Finally, the study outlines potential directions for future research, emphasizing the need for culturally contextualized, interdisciplinary inquiry into the evolving role of private labels in fostering sustainable consumption within emerging markets.
เอกสารอ้างอิง
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