Sustainability through the lens of the professional adviser: the case for brand trust

What is it about?

Professional service providers, such as dentists and veterinarians, represent an understudied link in the distribution channel. Their recommendation of products, such as toothpaste and pet food, are impactful to their clientele. The purpose of the study is to determine how trust in sustainable brands is built in the mind of these professionals. Findings indicate that trust in sustainable brands is built via professionals’ expertise in sustainability and their perception of the importance of sustainability. While perception of altruistic motivations had a positive impact on brand trust, perception of strategic motivations had no influence on trust in sustainable brands.

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