Does trust influence consumer behaviour?

Leef H. Dierks

Published: 16.02.2007  〉 Jahrgang 56 (2007), Heft 2  〉 Resort: Articles 
Submitted: N. A.   〉 Feedback to authors after first review: N. A.   〉 Accepted: N. A.

ABSTRACT

Against the background of diverse food scandals this article investigates the role of trust as a determinant of consumer behaviour in Germany. As empirical analyses indicate, the impact of trust on consumer behaviour in a quotidian and presumably safe setting is to be neglected. In the environment of a food scandal, however, trust proves to be a crucial element with regard to a more in-depth understanding of consumer behaviour under uncertainty. Moreover, it is analysed whether different values of trust allow for deriving coherent population segments and whether these can likewise be identified on the basis of consumers’ socio-economic features.
CONTACT AUTHOR
DR. LEEF H. DIERKS
Bockenheimer Landstr. 38-40,
60323 Frankfurt am Main
Tel.: 01 60-63 53 874, Fax: 069-71 61 15 99
E-Mail: ldierks@gmx.de
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