This research develop a compressive framework (including the price, quality and distributor dimensions) for understanding the relationship among consumer price consciousness, perceived risk, perceived price-quality association, price unfairness of national brands, and attitude toward retailers. LISREL is applied to examine the relationships between these variables and consumers PLB purchase intention. Our findings shows that perceived risk and perceived price unfairness of national brands are significant antecedents of consumer price consciousness. Additionally, we also show that perceived risk and attitude toward retailers have a significant effect of private label purchase in some categories. Conclusion and further suggestions are also developed.