Private labels, or distributor brands, have become a consumer phenomenon among consumers, but also among market researchers. Initially, they were known as products of low price and low quality, and as products that were necessarily bought during the recession years. Today, private labels are most often studied through the perspective of consumer behaviour and willingness to buy, through their impact on the store's image, and the factors on which these brands base their success. Organic food products are becoming an increasingly important part of the food chain that promotes sustainable development. The paper defines the theory of consumer behaviour and purchase intentions and what are the external and internal factors that affect the consumer during the purchase process. The category of private label organic food products is still insufficiently researched since it is a relatively new concept on the market, so the aim of the paper is to investigate which factors have the greatest influence on the intention to buy a certain private label organic food product. An online survey questionnaire was used as an instrument of the research part of the paper, which provided a reliable basis for drawing conclusions on the topic of organic food products of the brand, but also for further research to create quantitative guidelines for introducing and improving the brand strategy of companies whose business is an integral part or who wish to enter the private label brand market.