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Brand Trust in the Mongolian Cashmere Industry

Author

Listed:
  • Baigalzaya Batsukh

    (School of Economics and Management, Zhejiang Sci-Tech University, Hangzhou 310018, China)

  • Fei Chen

    (School of Economics and Management, Zhejiang Sci-Tech University, Hangzhou 310018, China)

Abstract

Brand trust holds significant importance in the Mongolian cashmere industry. This study examines the primary predictors of customer brand trust among Mongolian cashmere users. Our research includes a survey with 815 participants, both Mongolian cashmere users and non-users. We utilized an online platform to reach the participants, employing convenience sampling. The study investigates the relationship between various factors and brand trust within the context of Mongolian cashmere brands. Our analysis confirmed that brand quality and commitment to environmental responsibility significantly increase consumer trust. These results offer valuable implications for cashmere brands aiming to bolster consumer trust and foster loyalty.

Suggested Citation

  • Baigalzaya Batsukh & Fei Chen, 2024. "Brand Trust in the Mongolian Cashmere Industry," Sustainability, MDPI, vol. 16(22), pages 1-16, November.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:22:p:10060-:d:1523782
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    References listed on IDEAS

    as
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