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Trust in sustainable brands as a predictor of consumer intentions in the food market

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.

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



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