University of Twente Student Theses
Understanding the evolution of customer trust in sustainable products : A customer journey perspective
Hassink, H.W. (2024) Understanding the evolution of customer trust in sustainable products : A customer journey perspective.
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| Abstract: | In today’s business landscape, the demand for sustainable products is on the rise, driven by increasing environmental awareness among customers. This shift in customer preferences presents both opportunities and challenges for businesses that operate in the sustainable products market. Establishing trust among customers is crucial for the success of sustainable product offerings. Customers seek transparency, reliability, and alignment with their values when considering sustainable purchases. Navigating the complex dynamics of trust development throughout the customer journey of sustainable products requires an understanding of the determinants influencing the dimensions of trust: cognitive, affective, and behavioral. This research investigates the evolution of customer trust in sustainable products by addressing the main question, “How does trust develop among customers along the customer journey of sustainable products?” To gather insights, eight semi-structured interviews were conducted across diverse customer segments within two sustainable businesses and their customer bases. The results of these interviews show that trust development among customers along the customer journey of sustainable products is a multifaceted and dynamic process influenced by cognitive, affective, and behavioral dimensions, as well as interactions with various determinants across different phases of the customer journey. Cognitive trust is built when customers gather and process information about product attributes, transparency, certifications, and brand reputation to form judgments about the trustworthiness of sustainable products. Affective trust is fostered through exceptional customer experiences, alignment with personal values, and results in customer satisfaction, loyalty, and emotional connections with sustainable brands. Furthermore, all interviewees mentioned that recommendations from others and promotions had an influence on their behavioral trust, which resulted in repeat purchases and fostered long-term relationships with the brands. Throughout the customer journey, trust development is influenced by various factors, including product information, transparency, pricing, certifications, quality, and customer experiences. By addressing these factors strategically, businesses can effectively influence trust among customers, driving sustainable consumption and long-term success in the sustainable products market. Key contributions to establishing and enhancing trust with customers include the importance of transparency, quality assurance, responsiveness to customer feedback, and leveraging positive word-of-mouth. Providing easily accessible and clear information to customers helps build cognitive trust and reinforce brand credibility. Ensuring that customers understand the sustainable aspects of your products positions your business as honest and reliable. Additionally, focusing on delivering outstanding customer experiences throughout their journey ensures consistency and excellence to enhance affective trust and emotional connections with customers. Upholding quality standards and certifications is crucial to creating customer trust. Demonstrating responsiveness to customer concerns and preferences helps build behavioral trust and fosters long-term relationships. Encouraging satisfied customers to share their positive experiences and recommendations with others is crucial, as it turns into positive word-of-mouth marketing for your brand and products. These insights show how to build and maintain trust, enhance customer loyalty, and drive sustainable consumption. By implementing these trust-building strategies, businesses can position themselves as trusted leaders in the sustainable products market, contributing to long-term sustainability goals and competitive advantage. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 43 environmental science, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/102088 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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