Much attention in the marketing literature has been placed on consumer behavior issues relating to branded products including perceived value, purchase intentions and loyalty to brands. In light of an economic crisis context, this empirical study aims to identify drivers of consumers’ intention to purchase private label (store) brands. Following a review of the relevant literature, a survey was conducted among consumers in three supermarket chains offering private label products in Greece. Based on data collected from a sample of 171 respondents, this study provides some preliminary evidence on various drivers of consumers’ intention to buy store brands including brand awareness, perceived value, quality and risk while controlling for age, household size and income effects. Intentions to purchase private labels are found to be influenced by perceptions of risk, value for money, social value and brand awareness. These findings have useful managerial implications in terms of the marketing such brands in the currently uncertain, due to the crisis, business context.