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How going green builds trusting beliefs

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  • Sveinung Jørgensen
  • Lars Jacob Tynes Pedersen
  • Siv Skard

Abstract

Companies are increasingly making efforts to become more sustainable. In this research, we investigate the effect that these efforts have on consumer trusting beliefs in companies. In one correlational study and two controlled experiments (n = 2174), we test the relationship between sustainability improvements and trusting beliefs and the mediating mechanisms explaining this relationship. Results reveal that perceived innovativeness and self‐connection with the company are mechanisms explaining the effect. Furthermore, in the first experiment, we test whether the effect on trusting beliefs requires a comprehensive change or if a small sustainability improvement is equally effective. In the second experiment, we address whether sustainability improvements are more effective than other types of improvements in terms of building trust. Our findings have important theoretical implications for the understanding of how sustainability efforts build trust and practical implications for companies aiming to trust among consumers.

Suggested Citation

  • Sveinung Jørgensen & Lars Jacob Tynes Pedersen & Siv Skard, 2022. "How going green builds trusting beliefs," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 297-311, January.
    • Handle: RePEc:bla:bstrat:v:31:y:2022:i:1:p:297-311
    DOI: 10.1002/bse.2888
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    1. Fernando Ubeda & Alvaro Mendez & Francisco Javier Forcadell, 2024. "Sustainable banking and trust in the global South," Global Policy, London School of Economics and Political Science, vol. 15(S1), pages 34-44, March.
    2. Ahsan Siraj & Shilpa Taneja & Yongming Zhu & Hongbing Jiang & Sunil Luthra & Anil Kumar, 2022. "Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2820-2838, November.
    3. Prasad Siba Borah & Courage Simon Kofi Dogbe & Nyankomo Marwa, 2024. "Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4530-4546, July.
    4. Mansour Alyahya & Meqbel Aliedan & Gomaa Agag & Ziad H. Abdelmoety, 2023. "The Antecedents of Hotels’ Green Creativity: The Role of Green HRM, Environmentally Specific Servant Leadership, and Psychological Green Climate," Sustainability, MDPI, vol. 15(3), pages 1-18, February.
    5. Ubeda, Fernando & Mendez, Alvaro & Forcadell, Francisco Javier, 2024. "Sustainable banking and trust in the global South," LSE Research Online Documents on Economics 122554, London School of Economics and Political Science, LSE Library.

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