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Title of Journal: J Bus Ethics

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Abbravation: Journal of Business Ethics

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Springer Netherlands

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ISSN

1573-0697

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The Importance of Consumer Trust for the Emergence

Authors: Krittinee Nuttavuthisit John Thøgersen
Publish Date: 2015/05/17
Volume: 140, Issue: 2, Pages: 323-337
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Abstract

Consumer trust is a key prerequisite for establishing a market for credence goods such as “green” products especially when they are premium priced This article reports research on exactly how and how much trust influences consumer decisions to buy new green products It identifies consumer trust as a distinct volition factor influencing the likelihood that consumers will act on green intentions and strongly emphasizes the needs to manage consumer trust as a prerequisite for the development of a market for green products Specifically based on a mixture of qualitative and quantitative methods it is found that lack of consumer trust is a barrier for the development of a market for organic food in Thailand Two focus groups and ten indepth interviews revealed low knowledge about and low trust in organic food certification control and labeling Further a mallintercept survey N = 177 revealed that lack of especially system trust reduces consumer expectations about benefits of buying organic food and it makes them less likely to buy organic food Mistrust in the control system and in the authenticity of food sold as organic has a significant negative impact on selfreported buying behavior Implications for policy and future research are discussed

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  17. Righting the Wrong for Third Parties: How Monetary Compensation, Procedure Changes and Apologies Can Restore Justice for Observers of Injustice
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