The Power of trust : Exploring what influences consumer trust in environmental sustainability claims.

Abstract: Background: Environmental sustainability claims refers to communications made by companies about their improved environmental performance. Improved environmental performance can for example be a company claiming to emit less carbon dioxide or climate compensating the consumer's purchase. Suppose a company has skewed or simply been dishonest in its communication. In that case, it can significantly and negatively impact the company since it ruins the consumer's perception and trust towards the company. Therefore, consumers must be able to create trust in companies. Consumer trust can be divided into two building blocks, including concepts. The first building block consists of knowledge and engagement in environmental sustainability. The second building block consists of brand image, perceived risk, and perceived value. Purpose: This thesis aims to explore what influences consumers' trust regarding environmental sustainability claims. Methodology: This study took the approach of qualitative research. The study's results were gathered through semi-structured interviews, which gave the participants freedom to answer the questions and if the participants went far off topic the moderator could guide them back to the area of interest. The sampling method used for this research was purposive sampling, which allowed the researchers to choose participants who would contribute to the study since they had a pre-understanding of the topic. Findings: From the results of the semi-structured interviews, the authors identified four different patterns which create consumer trust towards environmental sustainability claims. These patterns were lack of information, Knowledge and engagement of Environmental sustainability, Sensitivity of the price and knowledge and Evaluation of the products. Conclusion: The authors concluded four patterns that create consumers' trust towards environmental sustainability claims. These four patterns that create consumers' trust should be considered by companies when communicating an environmental sustainability claim in order to create a trusting relationship with the consumers.