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Dr Agnieszka Wiśniewska
ORCID: 0000-0002-0137-8123

PhD in Economics in the discipline of Management Science. She works as an Assistant Professor at the Faculty of Management at the University of Warsaw lecturing on Business Science and coordinating scientific projects in the field of consumer behaviour, sustainable development and bio-based products. She is the head for the Management study programme at the Faculty of Management (UW) and a chairman of the committee for the quality of education and Assurance of Learning. She occupies also the role of the head of the international Master in Food Systems programme, launched as part of the H2020 project (currently Horizon Europe) and conducted at the Faculty of Management (UW) as part of a consortium of universities from selected EU countries and the EIT Food organization. Her research projects and publications focus on the issues of consumer attitudes and behaviours, consumer value, sustainable development.

 
DOI: 10.33226/1231-7853.2023.8.4
JEL: M31

Responsible consumption is a complex issue due to the wide range of issues it addresses, and consumers feel confused about what actions are desirable in practice from a sustainability point of view. This confusion is exacerbated by a phenomenon known as "greenwashing". The purpose of the study is to determine the effectiveness of trust in sustainable brands as a predictor of consumer behavioural intentions in the context of the food market. The results of CAWI quantitative research conducted among Polish consumers are presented. As a result of the conducted analyses, the significance and linearity of the links between trust in sustainable brands and consumer intentions has been confirmed as well as the importance of trust as one of the explanatory variables or as a mediating variable.

Keywords: trust; sustainable brand; sustainable development; greenwashing; consumer intentions