Zaufanie do marek zrównoważonych jako predyktor intencji konsumentów na rynku spożywczym

Odpowiedzialna konsumpcja jest zagadnieniem złożonym ze względu na szeroki zakres problemów, do jakich się odnosi, a konsumenci czują się zdezorientowani w kwestii, jakie działania są w praktyce pożądane z punktu widzenia zrównoważonego rozwoju. Dezorientacja ta jest pogłębiana przez zjawisko określane jako „zielone kłamstwo”. Celem opracowania jest określenie skuteczności zaufania wobec marek zrównoważonych jako predyktora intencji behawioralnych konsumentów w kontekście rynku spożywczego. Zaprezentowano wyniki badań ilościowych CAWI przeprowadzonych wśród polskich konsumentów. W rezultacie przeprowadzonych analiz potwierdzono istotność i liniowość związku zaufania do marek zrównoważonych z intencjami konsumentów oraz znaczenie zaufania jako jednej ze zmiennych objaśniających lub jako zmiennej mediującej w modelach SEM.

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