Building Consumer Trust Research Articles

Data-driven digital marketing and battery supply chain optimization in the battery-powered aircraft industry through case studies of Rolls-Royce’s ACCEL and Airbus's E-Fan X Projects

This paper investigates the interplay between data-driven digital marketing strategies and battery supply chain optimization in the battery-powered aircraft industry, with a focus on Rolls-Royce's ACCEL and Airbus's E-Fan X projects. As the electric aircraft market emerges, these companies face the dual challenge of promoting technological advancements to a skeptical audience while navigating complex supply chain requirements. The study explores how data analytics and targeted content marketing are employed to enhance stakeholder engagement, build consumer trust, and communicate the benefits of electric aviation. By leveraging digital platforms, Rolls-Royce and Airbus effectively highlight key aspects such as battery performance, sustainability, and the safety of electric propulsion, addressing both technical and consumer concerns. Concurrently, the research delves into the intricacies of battery supply chain optimization, examining the processes involved in sourcing high-energy-density batteries, ensuring quality control, and adhering to regulatory standards. Advanced supply chain management techniques, including predictive analytics and real-time monitoring, are analyzed for their role in streamlining procurement and manufacturing processes. The integration of these strategies within digital marketing campaigns demonstrates how each company positions itself as a leader in the industry, emphasizing technological innovation and reliability. This study aims to provide a comprehensive understanding of how digital marketing and supply chain optimization are not only critical for promoting the adoption of electric aircraft but also for overcoming market skepticism and ensuring operational efficiency. By presenting case studies of two pioneering projects, ACCEL and E-Fan X, the research highlights best practices and strategic approaches that can guide other companies in the industry. The findings underscore the importance of a synergistic approach where digital marketing is informed by supply chain realities, creating a transparent and trustworthy narrative for consumers and stakeholders. Ultimately, this paper contributes to the discourse on how emerging technologies in aviation can be successfully marketed and operationalized, offering insights into the effective use of digital marketing and supply chain management in the rapidly evolving electric aircraft sector.

The influence of virtual community platform attributes on Chinese luxury consumers’ purchase intention: The role of policy innovation in digital infrastructure

This research examines the influence of virtual community platform attributes on luxury consumers’ purchase intentions, with a specific focus on the role of policy innovation in digital infrastructure. The study aims to 1) identify key factors affecting purchase intentions toward luxury products in virtual environments; 2) develop and validate a structural equation model to analyze these intentions; and 3) provide actionable insights for luxury goods marketers to refine their strategies within these platforms. Utilizing a structural equation model, the study investigates the interactions among various determinants of consumer behavior in virtual communities, highlighting the impact of policy innovation. Data was collected through purposive sampling from 1142 respondents in China’s top 10 high-spending cities on luxury goods, ensuring data relevance. The findings emphasize the significance of knowledge sharing, interactive communication, and leaders’ opinions in virtual communities in building consumer trust and shaping perceptions of online reviews. These elements influence purchase intentions directly and indirectly, with consumer trust serving as a crucial mediator. The study reveals the substantial impact of virtual community attributes on fostering consumer trust and shaping buying decisions for luxury items, underlining the contribution of social development processes. Moreover, the role of policy innovation is found to be significant in enhancing these virtual community dynamics, suggesting that regulatory changes can positively influence consumer engagement and trust. The conclusions offer valuable implications for marketers, proposing strategies to boost consumer engagement and drive sales in virtual settings. This research contributes to the theoretical understanding of digital consumer behavior and provides practical strategies for innovation and growth within the luxury goods sector, emphasizing the critical role of policy innovation in shaping these dynamics.

Green skepticism: review and research agenda

PurposeDespite a growing interest in investigating green skepticism, there has been a paucity of effort in synthesizing green skepticism research. This study aims to synthesize extant green skepticism research. This study is useful in providing a comprehensive synthesis of research on green skepticism and identifying key gaps in the existing literature, thereby paving the way for future research directions. This research demonstrates a comprehensive understanding of the dominant theories, contexts (i.e. countries), characteristics (i.e. key variables and their associations) and methods (i.e. research design) employed in green skepticism research.Design/methodology/approachA hybrid review method that combined an Systematic Literature Review (SLR) with lexicometric analysis was employed to present a comprehensive synthesis of the green skepticism literature.FindingsThe findings showed that many theories have been applied to green skepticism research with the theory of planned behavior and attribution theory being prominently used. The review also proposes a conceptual framework that illustrates the relationships between antecedents and consequences reported in the green skepticism literature. Lexicometric analysis identified six major themes in green skepticism research, including trust in green products, product-related attributes, environmental attributes, social responsibility, organic consumption and promotional campaigns.Research limitations/implicationsThis review included only papers authored in English. Consequently, studies conducted in other languages were not taken into account. Future research could broaden the understanding of green skepticism by incorporating studies conducted in different languages.Practical implicationsThis study provides practical implications for retailers, marketers and policymakers to combat green skepticism and encourage the purchase of green items. This study suggests integrating endorsements from authorized third-party organizations or celebrities into green marketing campaigns to reduce skepticism. Further, aligning corporate social responsibility efforts with genuine social welfare goals can build consumer trust. Finally, securing third-party endorsements for ecological claims will emphasize product credibility and drive green purchase intention.Originality/valueTo the authors’ knowledge, this study represents the first attempt to review the extant literature in green skepticism by integrating a systematic review approach, lexicometric analysis and the Theory-Context-Characteristics-Methodology framework. Through this approach, (1) SLR provides a detailed synthesis of green skepticism research to date, (2) Lexicometric analysis aids in the identification of key themes investigated in green skepticism research to date, and (3) the TCCM framework assists in identifying crucial avenues for future research endeavors in the realm of green skepticism.

Preferences for processed tomato products’ attributes: an explorative analysis of Italian consumers using a large sample

IntroductionPrice competition in the tomato market may lead Italian processing companies to adopt product differentiation strategies to attract consumers and raise revenues. Exploring consumers’ preferences for processed tomato products’ attributes can support companies in implementing product differentiation strategies and succeed in the market.MethodsThis study used a convenience sample of 602 Italian consumers to identify consumers’ preferences for processed tomato products’ attributes selected through a literature review and tested by the Best Worst Scaling (BWS) method. Also, a two-step cluster analysis was used to identify and size consumer groups with common preferences for tested product’s attributes.ResultsOverall, our results showed that Italian consumers of processed tomato products strongly preferred attributes such as Country of origin, Organic, and Social and economic sustainability labels. In addition, the analysis shows the existence of three distinct consumer segments such as “traditional,” “price-sensitive,” and “sustainable” consumers. The largest one was price-sensitive consumers followed by sustainable and traditional ones.DiscussionOur findings have practical implications for producers and policymakers. Producers may use claims about the product’s origin jointly with an organic production logo and ethical label to differentiate their products and raise revenues. Likewise, policymakers should enhance monitoring and control measures to ensure with environmental, social, and economic sustainable standards compliance. This will support building consumer trust for those credence attributes. Overall, this study adds valuable insights to the existing literature on consumer preferences for processed tomato products, providing results with high external validity using a large convenience sample.

THE ROLE OF LICENSING IN PROTECTING TRADEMARKS IN THE REPUBLIC OF NORTH MACEDONIA

The aim of this study is to investigate, in the context of the Republic of North Macedonia, the role that licensing plays in protecting trademarks. Businesses rely heavily on trademarks to protect their trademark identification, build consumer trust, and maintain goodwill. In the Republic of North Macedonia, trademark protection is essential for promoting economic development and enabling international trade. The study explores how licensing agreements help safeguard intellectual property while enhancing trademark value. It explores the complex nature, benefits, and pitfalls of licensing while diving into its historical and legal foundations. Licensing is a way to improve trademark quality and consistency by making sure that products live up to consumer expectations. The study also highlights how crucial it is to abide by intellectual property laws and stop trademark infringement from a moral and legal standpoint. In addition, it clarifies the difficulties and most current advancements in the field of trademark licensing, providing information and suggestions for businesses and other interested parties. Furthermore, this research not only sheds light on the significance of licensing in safeguarding trademarks but also emphasizes the critical role it plays in bolstering the economic landscape and international trade within Republic of North Macedonia.

Marketing Communication Strategy for yeoboseyo.id: a Case Study in K-Pop Fashion Brand

The continuous growth of internet users in Indonesia since 2012 has had an impact, particularly on the use of social media. In 2023, 60.4% of the population in Indonesia was using social media. Instagram and TikTok are widely used for social networking and business marketing, including by the clothing brand Yeoboseyo.id. This study aims to examine the marketing communication strategies of Yeoboseyo.id from September 2023 to February 2024, using a quasi-qualitative method with semi-structured interviews and triangulation techniques for data validity. The results show that Yeoboseyo.id utilizes a marketing communication mix, including advertising on social media, conducting sales promotions by providing vouchers, freebies, and giveaways, and implementing public relations to maintain brand reputation. They also engage in personal selling to build consumer trust and direct marketing through one-step and two-step approaches to increase sales and maintain relationships with consumers. The conclusion of this study is that Yeoboseyo.id has effectively implemented its marketing communication strategy; however, there are still some areas that are not fully optimized, including the use of below-the-line promotion channels and the implementation of personal selling.

Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam

The growing dominance of social media as a marketing platform underscores the importance of understanding how influencer credibility affects consumer behavior. Social media influencers, through effective personal branding and content creation, form strong connections with their followers, significantly impacting their audience’s perceptions, attitudes, and purchasing decisions. This study explores the effects of social media influencers’ source credibility, comprising trustworthiness, expertise, and attractiveness, on consumers’ purchase intentions and behaviors regarding beauty products in Vietnam. A quantitative approach was utilized, with data collected from 269 Vietnamese consumers through a structured questionnaire and analyzed using partial least squares structural equation modeling. The results showed that all three components of source credibility, including trustworthiness, expertise, and attractiveness, significantly and positively influenced consumers’ purchase intentions for beauty products. Among these factors, expertise had the strongest effect on purchase intention (β = 0.289, p < 0.001), followed by trustworthiness (β = 0.216, p = 0.001), and attractiveness had the weakest influence on purchase intention (β = 0.195, p < 0.001). Moreover, purchase intention was found to have a significant positive impact on purchase behavior (β = 0.545, p = 0.004). These findings provide valuable insights for marketing managers and companies seeking to optimize their influencer partnerships by selecting influencers whose credibility aligns with their brand values and leveraging their expertise to build consumer trust, drive engagement, and influence purchase decisions. AcknowledgementThe researchers express sincere gratitude to all the participants who participate in this research study.

Kepercayaan Konsumen sebagai Mediator: Menghubungkan Influencer dan Kualitas Produk dengan Niat Beli di TikTok

This study aims to analyze the influence of product quality and influencers on consumer trust and its impact on purchase intention. Data was collected through a quantitative approach through a survey involving respondents who actively use the TikTok platform. The sample used was 200 respondents. Data analysis was carried out using Path analysis through the Smart PLS application. The results showed that product quality positively and significantly influences consumer trust, which in turn impacts purchase intention. In contrast, the presence of influencers only considerably influences consumer trust. The findings indicate that companies must improve product quality and build consumer trust as critical strategies to increase purchase intention. This research provides important insights for companies in formulating more effective marketing strategies in the digital era, especially on the TikTok platform.

THE IMPACT OF VISUAL CONTENT ON CONSUMER ENGAGEMENT AND BUYING BEHAVIOR IN HERAT PROVINCE: A SOCIAL MEDIA PERSPECTIVE

In the rapidly evolving digital landscape of Herat province, Afghanistan, the role of social media and digital marketing has become increasingly significant. This study investigates the impact of visual content on consumer engagement and buying behavior, focusing on how various forms of visual media, such as images and videos, influence consumer trust and purchase decisions. A quantitative research design was employed, with data collected from 500 social media users in Herat province through a structured questionnaire. The findings indicate that visual content, particularly high-quality images and videos, significantly influences consumer trust and engagement. The study also reveals that user-generated content (UGC) is more trusted by consumers than brand-generated content. Additionally, visually oriented social media platforms like Instagram and YouTube are more effective in driving consumer engagement and purchasing decisions compared to less visual platforms. Structural Equation Modeling (SEM) analysis confirmed the strong relationships between visual content engagement, content quality perception, consumer trust, and buying behavior. The results highlight the importance of high-quality, culturally relevant visual content in building consumer trust and influencing purchasing behavior. This study provides valuable insights for local businesses in Herat to optimize their digital marketing strategies and enhance consumer engagement.

Relationship between Data Privacy Regulations and Consumer Trust in E-Commerce Platforms in Vietnam

Purpose: The aim of the study was to assess the relationship between data privacy regulations and consumer trust in e-commerce platforms in Vietnam. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that stringent data privacy regulations positively influence consumer trust in e-commerce platforms. When consumers perceive that their data is adequately protected, they are more likely to trust the platform, resulting in higher confidence levels and increased willingness to engage in online transactions. Moreover, compliance with these regulations can differentiate e-commerce platforms in competitive markets, as consumers tend to prefer platforms that prioritize data privacy and security. This relationship underscores the pivotal role of regulatory frameworks in shaping consumer perceptions and behaviors in the digital marketplace, emphasizing the importance of maintaining robust data protection standards to foster trust and sustainable business relationships. Implications to Theory, Practice and Policy: Trust theory, regulation theory and technology acceptance model may be used to anchor future studies on assessing the relationship between data privacy regulations and consumer trust in e-commerce platforms in Vietnam. E-commerce platforms should prioritize enhancing data transparency and accountability to build consumer trust. Policymakers should work towards harmonizing international data privacy standards to create a cohesive regulatory environment.

Food Vlogger vs. e-WoM: Preferensi Kepercayaan Konsumen dalam Memilih Tempat Makan di Pekanbaru

This study examines consumer trust preferences in Pekanbaru when choosing dining places, comparing the influence of reviews from food vloggers and electronic Word of Mouth (e-WoM). The study employs Consumer Behavior Theory as the theoretical framework and a descriptive qualitative approach to analyze data obtained from interviews with 20 informants. The results show that consumer trust preferences are influenced by a combination of both sources of information. Most consumers use food vlogger reviews to get an initial impression and then verify this information by reading e-WoM from other consumers. This research has implications for culinary MSMEs in Pekanbaru to utilize food vlogger reviews and e-WoM as effective marketing strategies. Transparency, honesty, and consistency in reviews are key factors in building consumer trust. Social interactions on social media significantly influence consumer purchasing decisions, especially in the culinary MSME sector. Therefore, MSMEs need to leverage these interactions to build and maintain consumer trust through word of mouth.

Influence of Fashion Brand Loyalty Programs on Repeat Purchases in Uganda

Purpose: The aim of the study was to analyze the influence of fashion brand loyalty programs on repeat purchases in Uganda. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Design and implement loyalty programs that are customized to meet the specific needs and preferences of different customer segments. Establish and enforce policies that protect consumer data collected through loyalty programs. Ensuring robust data privacy measures will build consumer trust and encourage participation in loyalty programs, while also complying with legal standards and regulations. Unique Contribution to Theory, Practice and Policy: Expectancy-value theory, social exchange theory & theory of planned behavior may be used to anchor future studies on influence of fashion brand loyalty programs on repeat purchases in Uganda. Brands should use data analytics to identify key consumer segments and develop targeted rewards and incentives that resonate with each group, thereby enhancing program effectiveness and encouraging repeat purchases. Establish and enforce policies that protect consumer data collected through loyalty programs. Ensuring robust data privacy measures will build consumer trust and encourage participation in loyalty programs, while also complying with legal standards and regulations.

Anticipating tomorrow: Future trends and predictions in Ayurveda entrepreneurship

The ancient Indian system of medicine, Ayurveda, is causing a ripple effect of entrepreneurial opportunities, where the application of traditional knowledge becomes synced with modern business strategies. This article informs readers about the future path and predictions of entrepreneurship in Ayurveda. Factors are discussed which would shape the future. This is being driven largely by the increasing consumer demand for products that are more natural and holistic in the health solutions they provide; the COVID-19 pandemic is an added impetus to the appeal of immunity-boosting Ayurvedic products. Innovations in the area of technological advancements are seen globally in general and within domains of digital health platforms and artificial intelligence, which is fundamentally changing the practice of Ayurveda from a person-centric healing approach to one that is available globally. Innovations are of prime importance in meeting contemporary customer expectations and increasing the impact of the treatment given through Ayurveda. Another important factor of support is from the governmental side through regulatory support, especially the Indian government. The Ministry of AYUSH (Ayurveda, Yoga, and Naturopathy, Unani, Siddha, Sowa Rigpa, and Homeopathy) in India has provided every needed support in promoting research in Ayurveda, its standardization, and the quality and safety of the products. These situations are necessary regulatory frameworks that would build consumer trust and facilitate global acceptance. There is also a growing concern for sustainability and ethics in practices. There is, however, a sea change with the increasing number of entrepreneurs who have adopted eco-friendly sourcing methods and fair trade practices in an effort to make their business models indelibly associated with Ayurveda’s core principles: human beings living in harmony and perfect balance with the rest of nature. The Ayurvedic products and services market is expected to grow manifold with new product developments and growing demand from global consumers increasingly focusing on products broadly categorized under “holistic wellness.” Market expansion, hence, allows several opportunities for entrepreneurs to develop new markets and new product offerings that can cater to the perceived health needs of a broad customer base. With growth and development come challenges such as regulatory roadblocks, market competition, and consumer distrust, which are issues that need to be coped with for sustained business growth. This effectively closes the general outline for the future of Ayurveda entrepreneurship on a trajectory of growth that is both vibrant and sustainable, propelled and achieving completeness by the rainbow of innovation, consumer demand, and a pledge to wholeness in health and well-being. This suggests that Ayurveda entrepreneurship, through harnessing technological developments and reaching the standards of regulators, making sustainable practices its flagship in a world where health will become one of the most valued parts of every life, could fulfill the rich legacy handed down by this ancient science and at the same time serve meaningfully in the future of global healthcare. It provides detailed insight into an emerging area in Ayurveda entrepreneurship with great potential to bring about impactful change and growth in the years ahead.

Influence Unleashed: The Impact of Social Media on Consumer Perceptions Regarding on Adidas Products

In todays digital era, social media (SM) have become important platforms for brands to disseminate information and engage with consumers. The present study explores the impact of SM on consumers' information acquisition and decision-making from the perspective of Adidas. Adidas effectively share product details, launch new items, and interact with its audience via SM. By examining various marketing approachesincluding reputation marketing, key opinion leader (KOL) and celebrity marketing, and influencer marketing, this research tries to analyze how Adidas leverages social media to enhance brand visibility and consumer engagement. The literature review reveals that social media significantly influences consumer perceptions and decisions, particularly through influencer marketing and social commerce features. Additionally, the importance of authenticity and detailed reviews in building consumer trust was emphasized. More in-depth understanding of the influencing mechanism can provide valuable insights for Adidas and similar brands to optimize their related strategies, ultimately driving consumer engagement and purchasing behavior.

Strategi Promosi dalam Menghadapi Persaingan Global Ditinjau dari Etika Bisnis Islam

In response to the increasingly competitive and uncertain business environment, promotional strategies are crucial for companies to sustain and grow. This study aims to analyze the promotional strategies implemented by TPKU Jombang in facing global competition, with a focus on the application of Islamic business ethics. A qualitative descriptive method with a case study approach was employed, involving data collection through interviews, participant observation, and document analysis. The findings reveal that TPKU relies on word-of-mouth promotion as its main strategy, which has proven effective in attracting and retaining customers. However, the company faces challenges in utilizing digital technology to expand its promotional reach, primarily due to limited technological knowledge among its employees. Additionally, the application of Islamic business ethics principles, such as honesty and transparency, plays a crucial role in building consumer trust and maintaining the company's reputation. Therefore, to remain competitive in the global market, TPKU should consider integrating digital technology into its promotional strategies while upholding Islamic ethical principles.

Analysis of The Influence of Automotive Brand Purchasing Intentions In Batam City

Purpose – This research aims to identify the influence of brand trust attitudes, brand image, risk perception, word of mouth promotion, brand awareness, and brand trust on automotive brand purchase intentions. Methodology/approach – This research aims to test hypotheses using quantitative research methods based on the philosophy of positivism. Data was collected from automotive brand buyers in Batam City using questionnaires as the main data collection tool, as well as literature studies to support relevant information. Findings – Attitude does not significantly influence purchase intentions when purchasing automotive brands (p-value > 0.05), but plays an important role in increasing trust (p-value=0.000). Brand awareness and brand image have a significant positive impact on purchase intention (p-value=0.000), indicating that good brand recognition and image increase purchase intention. In contrast, perceived risk does not influence purchase intention. Even though trust has no effect, word of mouth has a significant positive impact on purchase intentions, indicating that brand reputation in society influences consumers' purchase intentions. Novelty/value – This research significantly contributes to the understanding of the factors that influence consumer purchasing decisions in the context of automotive brands. The conclusion shows that attitude has a key role in building consumer trust in automotive brands, while brand awareness and brand image have a significant positive impact on purchase intentions. The research results also highlight the importance of word of mouth in shaping purchase intentions, with perceived risk not playing a significant role in consumers' purchase decisions. The practical implications of these findings can help automotive companies design more effective marketing strategies.

E-Commerce Growth and Digital Payments in the Philippines

Purpose: To aim of the study was to analyze the e-commerce growth and digital payments in the Philippines. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The growth of e-commerce and digital payments in the Philippines has been significantly influenced by factors such as perceived security, ease of use, and government policies. Studies show that digital payments have increased consumer spending and boosted sales for SMEs, especially during the COVID-19 pandemic. However, barriers like financial literacy and trust issues still hinder widespread adoption, particularly among low-income groups. Government initiatives and improved digital infrastructure have played crucial roles in promoting e-commerce growth. Unique Contribution to Theory, Practice and Policy: Technology acceptance model (TAM), diffusion of innovations theory & unified theory of acceptance and use of technology (UTAUT) may be used to anchor future studies on e-commerce growth and digital payments in the Philippines. Digital payment providers should invest in comprehensive educational campaigns to improve financial literacy and build consumer trust. Policymakers should prioritize the development of digital infrastructure, particularly in rural and underserved areas, to ensure equitable access to e-commerce and digital payment systems.

Pengaruh Influencer Marketing dan Product Knowledge Terhadap Minat Beli Product Skincare Ms Glow di Kota Bima

This study aims to analyze the influence of influencer marketing and product knowledge on the buying interest of Ms Glow skincare products in Bima City. The research method used is a survey with a quantitative approach. Data was collected through a questionnaire distributed to 200 respondents who were potential users of Ms Glow products. Data analysis was carried out using multiple linear regression. The results of the study show that influencer marketing has a significant influence on buying interest, which is characterized by the power of social media in building consumer trust. In addition, product knowledge has also proven to play an important role in increasing buying interest, where consumers who better understand the benefits and uses of the product tend to be more interested in buying. The conclusion of this study is that a marketing strategy through influencers and good product education can increase consumer buying interest in Ms Glow skincare products in Bima City.

Changes In People's Consumption Patterns In The Digital Era: A Study On The Millennial Generation

The millennial generation, born between the early 1980s and early 2000s, grew up in the era of digital technology that affects their consumption patterns. This study uses a qualitative approach with case study design, collecting data through in-depth interviews, case studies, and participatory observations, which are analyzed thematically. The results show that millennials prefer online shopping through e-commerce platforms, influenced by social media and influencers, and prioritizing experience over goods ownership. They are also sensitive to social and environmental values in choosing products. The use of mobile apps for transactions and product reviews is very dominant, although challenges related to data privacy and information reliability are major concerns. This research reveals the need for content-based marketing strategies, product and service customization, and increased transparency and data security to build consumer trust. These findings provide in-depth insights into the consumption dynamics of millennials in the digital era, offering guidance for companies to develop more adaptive and innovative strategies in the face of evolving consumption trends.

Building consumer trust in secondhand fashion: A signaling theory perspective on how consumer orientation and environmental awareness shape engagement

The secondhand fashion market suffers from information asymmetry, creating consumer distrust and limited engagement in secondhand fashion (ESHF). The existing research on how sellers and product signals can mitigate this distrust is limited and produces conflicting results. This is particularly true in terms of understanding how signaling interacts with consumer-specific factors such as orientation and environmental awareness. Thus, this study contributes to understanding the factors driving consumer trust (CT) and ESHF through signaling theory and the nuanced role of consumer orientation and environmental awareness. Structural equation modeling, including multigroup analysis, is employed to test the proposed hypotheses with a sample of 203 Indonesian consumers from a secondhand market platform. The findings indicate that signals such as seller reputation, product history, and refurbishment details significantly enhance CT, with seller reputation being the most influential of the factors. The effectiveness of these signals varies by consumer orientation: functionality-oriented consumers respond more to remarketing information, whereas newness-conscious consumers are influenced more by refurbishment details. Additionally, consumer environmental awareness significantly strengthens the positive relationship between CT and ESHF, highlighting the importance of aligning environmental values with trust-building measures to enhance consumer ESHF. These insights enrich the theoretical understanding of signaling in secondhand markets and offer practical guidance for addressing the challenges associated with CT and ESHF.