In this study we are going to investigate the determinants of PL purchase intention in South Korea. As a lot of studies have previously shown, recently, Private Labels are becoming more and more popular in America and Europe. However, there are not a lot of studies focusing on PL within the South Korean market. Therefore, the present study has been written in order to understand more about consumers purchase intention of store brand in the South Korean market. Many characteristics and aspects of consumers and brand’s behavior have been reviewed in order to bring relevant results. We carefully analyzed how and why do consumers have a strong intention to purchase the PL and hope it will help to extend the existing knowledge about private brand purchase intention in South Korea.