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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Citation

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. https://doi.org/10.1108/09590551011062457