What does it matter for trust of green consumers? An application to German electricity market

The concerns about environment and the social dynamics of markets are favouring the consumption of green products. As the main associations to green products are based on intangible factors, trust in the supplier firms becomes central. However, trust is not an easy construct and its measurement is particularly complex in such a context as green consumption. This paper contributes to literature developing a model to measure trust of green consumers. After a theoretical review about the conceptualization and measurement of trust and the application of an exploratory factorial analysis in two samples of consumers regarding green electricity in Germany, the results identify four dimensions influencing trust: competence, responsibility, openness and authenticity. It opens opportunities for both academics and managers about how to measure trust and what managerial practices can reinforce their environmental-friendly products or services offerings.