Acceptance of detergent‐retail brands: the role of consumer confidence and trust

Constantine Lymperopoulos (University of the Aegean, Chios, Greece)
Ioannis E. Chaniotakis (Hellenic Open University, Athens, Greece)
Irini D. Rigopoulou (Athens University of Economics and Business, Athens, Greece)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Publication date: 20 July 2010



The aim of this paper is to analyse the role of “trust” and “confidence/pessimism” in influencing consumer attitudes and buying intentions with respect to retail brands and products.


Following a review of the relevant literature, the paper presents a conceptual model of buying intentions regarding retail brands. The model is then tested quantitatively by structural equation modelling analysis using a sample of 581 adult consumers that are decision makers in their households regarding purchases of detergent brands.


The results show that the consumers' degree of confidence/pessimism regarding their general economic situation and their trust in retail brands are directly influencing the perceived benefits and indirectly their attitudes; the later having a direct impact on their purchase intentions.

Research limitations/implications

Caution should be exercised in extrapolating the results from the present research context to other product categories and research settings.

Practical implications

The variables of “trust” and “confidence/pessimism” facilitate a more effective utilisation of the marketing mix with regard to retail brands.


The paper provides novel insights into consumer behaviour with regard to detergent retail brands. In particular, the variable of “confidence/pessimism” is especially relevant in the context of the prevailing adverse economic conditions.



Lymperopoulos, C., Chaniotakis, I.E. and Rigopoulou, I.D. (2010), "Acceptance of detergent‐retail brands: the role of consumer confidence and trust", International Journal of Retail & Distribution Management, Vol. 38 No. 9, pp. 719-736.

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