<p>Existing research on private label brand preferences highlights the role that socioeconomic status (SES) may have on a consumer’s price sensitivity and value consciousness, but little is known about how these constructs in childhood directly influence adult preferences for private label brands. Using partial least squares structural equation modeling (PLS-SEM) to test a conceptual model, results indicate that lower childhood SES is associated with higher price sensitivity but does not directly influence value consciousness or private label brand preferences. Additionally, results indicate that the relationship between price sensitivity and value consciousness is stronger among individuals from lower childhood SES backgrounds. These findings contribute to resource scarcity theory and economic socialization theory, emphasizing the lasting impact of childhood economic conditions on adult purchasing behavior. Practical implications are also discussed, providing insights that private label marketers and brand managers may leverage to target price-sensitive and value-conscious consumers.</p>