Consumer Trust Research Articles

Normative Study of Law No. 27 of 2022 on the Protection of Personal Data and its Impact on the Fintech Industry in Indonesia

The enactment of Law No. 27 of 2022 on Personal Data Protection marks a pivotal moment in Indonesia’s regulatory framework, particularly for industries that handle significant amounts of personal data, such as the financial technology (fintech) sector. This study provides a normative juridical analysis of the PDP Law and examines its impact on the fintech industry. The research focuses on the law’s key provisions, including consent requirements, data breach notification, and data security obligations. Additionally, the study explores the operational challenges fintech companies face in complying with the law, such as the costs of compliance, technical requirements, and the need for employee training. While the PDP Law enhances consumer trust by offering greater protection and transparency, it also presents hurdles that fintech firms must overcome to ensure compliance. The analysis concludes with recommendations for fintech companies to balance legal obligations with innovation to maintain competitiveness in Indonesia’s evolving digital economy.

Evaluating the Impact and Perception of Influencer Marketing Among Romanian Consumers—Insights from Quantitative Research

Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618 responses through an online questionnaire. It was found that 92% of the respondents made at least one purchase based on content creator recommendations, with Instagram being perceived as the most impactful platform for such campaigns. However, the success of these campaigns relies on several strategic elements. These include selecting content creators who align with the product or service being promoted and ensuring that the influencer’s audience demographics match the target audience. Companies must also prioritize transparency and the seamless integration of products into influencers’ daily lives, as well as considering factors like content type, the frequency of posts, and budget. The results indicate that well-structured influencer partnerships, particularly on Instagram, enhance consumer trust and enhance marketing impact. These insights offer valuable guidance for developing effective digital marketing strategies emphasizing to specific business needs.

Transparency Uncorked: Leveraging Blockchain to Tackle International Wine Fraud

This multiple case study unveils the global wine fraud challenge through five hypothetical cases, exposing the impact of consumption and collector fraud on the industry’s reputation and financial losses. This case study prioritizes technological solutions to effectively mitigate wine fraud. Delving into current limitations, it scrutinizes whether blockchain, with its decentralized, tamper-proof ledger, can be a game-changer. The integration of RFID, NFC, QR codes, and IoT into blockchain fortifies security and enhances traceability. The study highlights how adopting blockchain in the wine industry could initiate a paradigm shift, promoting integrity, transparency, and renewed consumer trust.

A Multi-Isotopic Chemometric Approach for Tracing Hazelnut Origins.

High-value products, such as hazelnuts, are particularly vulnerable to fraud due to their price dependence on geographical origin. Guaranteeing hazelnuts' authenticity is essential for consumer trust and safety. Stable isotope analysis has become a reference method for origin authentication as it is reliable, robust, and easily transferable across laboratories. However, multiple isotopic markers coupled with chemometric techniques are often needed to authenticate food provenance accurately. In this study, we focused on assessing the potential of bulk δ18O, along with δ2H and δ13C of the main fatty acids, as hazelnut-origin authenticity markers. PLS-DA classification models were developed to differentiate samples (n = 207) according to their region of origin. This multi-isotopic approach provided promising external validation results, achieving a 94% global correct classification rate in discriminating hazelnuts from regions with distinct geographical and environmental conditions. This study lays the groundwork for further model development and evaluation across additional production areas and harvest years.

What about QR codes on wine bottles? A statistical analysis of technology's influence on purchase decisions among Italian wine consumers

The growing significance of information availability about products for consumers represents a pivotal dimension in contemporary consumer behavior and decision-making processes. In the context of an ever-evolving global marketplace characterized by a huge number of choices, rapid technological advancements and increased consumer awareness, access to comprehensive product information has emerged as a fundamental factor affecting consumers' preferences, choices, and satisfaction levels. There is a significant scientific gap on Italian wine consumers' readiness to adopt emerging technologies. Therefore, the research objective is to investigate whether Italian wine consumers trust and are willing to use emerging technologies such as Quick Response (QR) code and Blockchain Technology (BCT) and to identify the factors influencing their acceptance. By examining and evaluating several crucial aspects in the context of wine purchases in Italy using an online survey, this work seeks to fill the gap in the literature. These crucial elements include customers' propensity for novelty, information-seeking behaviors, faith in new technology, and the intention to use them during wine purchasing. What can be derived is the positive interconnection between consumers novelty-seeking, information-seeking, intention to use the QR code and trust in emerging technologies. With other words, consumers' information-seeking and novelty-seeking is interconnected and they positively determine consumers trust in technologies and their adoption. The implications of this study are twofold. Firstly, it enriches consumer behavior theory by providing new insights into how information availability and emerging technologies influence consumers’ decision-making processes, particularly in the context of the Italian wine market. Secondly, businesses can leverage these insights to enhance consumer trust and satisfaction, enabling them to make more effective marketing strategies, improve product transparency, and gain a competitive edge in the increasingly competitive wine market.

Impact of Social Media Marketing Activities on Relationship Quality through the Mediating role of Brand Equity

The objective of this investigation is to scrutinize the impression of social media marketing activities on relationship quality, focusing on customer trust and customer satisfaction, through the mediating role of brand equity, which includes brand awareness, brand image, and perceived quality. The present study includes the 384 sample size, out of which only 335 questionnaires responses were received. In the 335 questionnaire answers received 25 were not considered for the data analysis due to extreme abnormal values. Then, 310 questionnaire information were considered. The information was gathered using a digital questionnaire, created and distributed using Google Forms as the platform. The sample was made up of methods for convenience sampling. The intended structure is inspected empirically by employing statistical package for the social science version 26 for normality, reliability, frequency tables, standard deviation, mean and correlation. Then SEM used for hypothesized model. Findings indicate there's is a beneficial effect of social media marketing activities on brand awareness, brand image, perceived quality and relationship quality. Marketers will be able to get useful information from the results about how to employ social media channels to progress customer associations and increase brand equity. When businesses are more cognizant of these elements, they are better able to manage their resources, which ultimately results in increased consumer trust and pleasure.

Empirical study on the psychological mechanism of consumers in the context of live streaming seafood sales: evidence from China

The advent of the 5G era signifies China’s official entry into the digital economy. This technological shift has attracted countless merchants to the market via e-commerce platforms, seeking to capitalize on new opportunities. Concurrently, it offers a novel avenue for expanding seafood sales channels in China. The interactive and intuitive nature of e-commerce live streaming has subtly but significantly influenced and shaped consumers’ purchasing behaviors. In light of this, this study, based on 330 valid survey responses and grounded in the theories of perceived value and consumer trust, explores the psychological mechanisms affecting consumers in the context of e-commerce live streaming for aquatic products. The findings reveal that: (1) Consumer trust positively impacts purchase intention in the context of live-streamed seafood e-commerce. (2) Perceived entertainment value positively influences consumer purchase intention. (3) Perceived utilitarian value also positively influences consumer purchase intention. This paper contributes theoretically by broadening the application of perceived value theory and enhancing the understanding of consumer behavior concerning seafood. Additionally, it may offer practical insights into the expansion of seafood sales channels and market scale in other countries and regions.

THE EFFECT OF GREEN MARKETING MOTIVATION FACTORS ON CONSUMERS' PURCHASE INTENTION THROUGH THE MEDIATING ROLE OF GREEN BRAND TRUST TO COUNTER GREENWASHING

This study examines the influence of green marketing motivational factors on Algerian consumers' purchase intentions, specifically focusing on the mediating role of green brand trust in mitigating greenwashing's impact. The research, conducted in Maghnia, a city on the western border of Algeria, surveyed 262 consumers using a structured questionnaire. Analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that green brand trust acts as a critical mediator between green marketing factors and purchase intentions. It finds that positive reception of green advertising and a strong green brand image significantly enhance green brand trust, which in turn, strongly influences consumers' intentions to purchase green products. Further analysis demonstrates that while non-deception and transparency do not directly impact green brand trust, they act as important moderators, enhancing the link between green advertising reception and trust. Notably, the study highlights the pervasive issue of greenwashing in Algeria, demonstrating how misleading environmental claims undermine consumer trust and purchase intentions. The study underscores the need for companies to prioritize genuine environmental efforts and ethical marketing practices to build lasting consumer relationships. Furthermore, the research emphasizes the importance of promoting environmental awareness among consumers through education programs and awareness campaigns, as well as strengthening environmental legislation to prevent deceptive practices. By understanding the complex relationship between green marketing factors, green brand trust, and purchase intentions, this study offers valuable insights for developing sustainable consumption patterns in developing economies while mitigating the negative effects of greenwashing.

Research on the Application of Blockchain Technology in Cold Chain Logistics for Agricultural Products

With the continuous advancement of science and technology and the advent of the digital era, blockchain technology is increasingly demonstrating its great potential across various industries due to its unique features of decentralization, transparency, and immutability. In particular, in the cold chain logistics of agricultural products, the application of blockchain technology can not only enhance logistics efficiency but also ensure food safety and boost consumer trust. This paper first outlines the advantages of blockchain technology in cold chain logistics for agricultural products, and then clarifies the application pathways of blockchain technology in this field, providing a reference for relevant researchers.

The intersection of green marketing and sustainable supply chain practices in FMCG SMEs

As sustainability increasingly shapes consumer behavior and corporate strategies, Fast-Moving Consumer Goods (FMCG) small and medium-sized enterprises (SMEs) are adopting green marketing and sustainable supply chain practices to gain a competitive edge. This review explores the intersection of these two critical areas, demonstrating how their integration can drive both business growth and environmental responsibility. Green marketing, which focuses on promoting eco-friendly products and sustainable business practices, has become a key tool for FMCG SMEs to differentiate themselves in a crowded marketplace. By adopting strategies such as eco-friendly packaging, ethical sourcing, and transparency in communicating sustainability efforts, SMEs can build stronger consumer trust, foster brand loyalty, and meet the growing demand for environmentally conscious products. Simultaneously, sustainable supply chain practices ensure that the production, distribution, and logistics processes align with environmental and social goals. These practices include reducing carbon emissions, minimizing waste, and working closely with suppliers to ensure ethical sourcing of materials. The synergy between green marketing and sustainable supply chains creates a feedback loop where operational sustainability supports marketing efforts, and consumer demand for green products encourages further sustainability improvements. This review also examines the challenges FMCG SMEs face in aligning these strategies, such as cost barriers, regulatory compliance, and supply chain complexity. Through case studies and industry examples, it highlights how innovative technology and stakeholder collaboration can help overcome these challenges. Ultimately, this study underscores that integrating green marketing and sustainable supply chain practices is not only essential for addressing environmental concerns but also for enhancing competitive positioning, customer satisfaction, and long-term market success in the FMCG sector. Recommendations for SMEs on how to effectively align their marketing and supply chain sustainability efforts are also provided. Keywords: Green Marketing, Supply Chain, FMCG SMEs, Review.

Marketing-Driven Supply Chain Innovation: A Framework for FMCG SME Sustainability

In an increasingly competitive and sustainability-conscious market, small and medium-sized enterprises (SMEs) in the Fast-Moving Consumer Goods (FMCG) sector face unique challenges in achieving long-term sustainability. This review explores the concept of marketing-driven supply chain innovation as a strategic framework for enhancing SME sustainability. By integrating consumer-centric marketing strategies with supply chain operations, SMEs can align their product offerings, sourcing practices, and logistics with growing consumer demand for environmentally and socially responsible products. The framework outlined in this study includes key components such as sustainable product design, green logistics, ethical sourcing, and the incorporation of circular economy principles. Additionally, technology-driven innovation, such as data analytics and digital platforms, is emphasized as a tool to improve supply chain transparency, reduce waste, and optimize resource utilization. Through these collaborative efforts, SMEs can foster stronger consumer trust, enhance brand loyalty, and build a competitive edge in the market. Despite the potential benefits, the review also discusses the challenges SMEs may face, including limited financial resources, resistance to organizational change, and balancing profitability with sustainability goals. However, by leveraging green financing options, cross-sector partnerships, and phased implementation strategies, SMEs can overcome these barriers. Ultimately, the integration of marketing-driven supply chain innovation is positioned as a critical path for FMCG SMEs to achieve long-term sustainability, profitability, and market competitiveness in an evolving global economy. Keywords: Marketing-Driven, Supply Chain, FMCG SME, Review.

Exploring the mechanism of sustained consumer trust in AI chatbots after service failures: a perspective based on attribution and CASA theories

In recent years, artificial intelligence (AI) technology has been widely employed in brand customer service. However, the inherent limitations of computer-generated natural language content occasionally lead to failures in human-computer interactions, potentially damaging a company’s brand image. Therefore, it is crucial to explore how to maintain consumer trust after AI chatbots fail to provide successful service. This study constructs a model to examine the impact of social interaction cues and anthropomorphic factors on users’ sustained trust by integrating the Computers As Social Actors (CASA) theory with attribution theory. An empirical analysis of 462 survey responses reveals that CASA factors (perceived anthropomorphic characteristics, perceived empathic abilities, and perceived interaction quality) can effectively enhance user trust in AI customer service following interaction failures. This process of sustaining trust is mediated through different attributions of failure. Furthermore, AI anxiety, as a cognitive characteristic of users, not only negatively impacts sustained trust but also significantly moderates the effect of internal attributions on sustained trust. These findings expand the research domain of human-computer interaction and provide insights for the practical development of AI chatbots in communication and customer service fields.

Halkla İlişkilerde Tüketici Aktivizminin Rolü: Şirketler için Yeni Bir Paradigma

Consumer activism refers to consumers collectively acting to create change in companies, and this phenomenon has been further strengthened by the new communication tools and social media brought by the digital age. In the past, companies largely controlled trends and consumer preferences with traditional advertising and marketing strategies. However, consumers’ increasing awareness and organizational skills have changed these power dynamics. Now, consumers can make their voices heard through social media platforms and digital tools and become an effective force for social change. However, consumer activism can also create a potential public relations crisis for companies. The public’s demand for policy and practice changes in an organization can threaten the reputation and financial performance of companies. Therefore, managing consumer activism has become a fundamental element of public relations strategies. Companies should use public relations tools to protect their brand reputation and maintain consumer trust by developing proactive and reactive strategies. While proactive public relations emphasizes brand values and transparency before crises, reactive public relations offers fast and effective responses during crises. Integrating consumer activism into brand strategy can provide significant benefits by aligning a company’s core values with the concerns and expectations of its consumers. Social media is an effective tool for engaging with activist consumers. Using social media platforms, companies can listen to consumer feedback, engage in relevant online conversations, and address concerns. Additionally, measuring the impact of consumer activism on brand perception is also critical for companies. Using analytics tools, companies can track consumer feedback and interactions. This provides important data to improve future strategies and better respond to the demands of activist consumers. Consumer activism is driving organizations toward excellence by creating a more engaged and responsive approach to public relations. Key Words: Public Relations, Consumer, Activism, Brand, Paradigm.

Analisis Pengaruh Electronic Word of Mouth, Brand Image, Brand Trust terhadap Keputusan Pembelian pada Marketplace Shopee

This study aims to analyse the effect of Electronic Word of Mouth (e-WOM), brand image, and brand trust on purchasing decisions at the Shopee marketplace. The research method used is quantitative. Data was collected through questionnaires distributed to 100 Shopee users in Indonesia. The results of the analysis show that e-WOM, brand image, and brand trust have a positive and significant influence on purchasing decisions. Of the three variables, brand trust has the most dominant influence in shaping consumer decisions to make purchases. This research provides implications that Shopee needs to increase consumer trust and strengthen brand image to drive purchasing decisions through effective digital marketing strategies.

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.

Effect of Sustainable Fabric Sourcing on Fashion Brand Reputation in Sweden

Purpose: The aim of the study was to analyze the effect of sustainable fabric sourcing on fashion brand reputation in Sweden 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: Sustainable fabric sourcing has a positive impact on the reputation of fashion brands in Sweden. Brands that prioritize eco-friendly materials and ethical supply chains are increasingly seen as socially responsible, gaining consumer trust and loyalty. This shift reflects growing environmental awareness among Swedish consumers, who value transparency and sustainability in the fashion industry. As a result, brands that adopt sustainable practices often experience enhanced brand image, stronger customer relationships, and increased competitiveness in the market. However, the challenge lies in ensuring consistent implementation of these practices, as consumers are quick to criticize brands for "greenwashing" or failing to meet sustainability standards. Unique Contribution to Theory, Practice and Policy: Stakeholder theory, theory of planned behavior & resource-based view (RBV) may be used to anchor future studies on the effect of sustainable fabric sourcing on fashion brand reputation in Sweden. Brands should implement transparent communication strategies that detail their sustainable fabric sourcing practices. Policymakers should create supportive frameworks that incentivize sustainable sourcing practices in the fashion industry.

Efektivitas Penggunaan Influencer dalam Strategi Pemasaran Digital

Digital marketing strategies have come a long way, but a key challenge is reaching an increasingly fragmented audience. In this context, the use of influencers in digital marketing strategies has become an effective alternative. This research explores the effectiveness of using influencers in digital marketing strategies in the rapidly evolving social media era. This research utilizes the literature review method to integrate credible references relating to digital marketing resources. The results show that planned collaboration between companies and influencers not only increases the visibility of the goods or services offered, but also builds consumer trust, which contributes to increased conversion and customer loyalty. The findings provide practical insights for marketers to design more effective digital marketing strategies, emphasizing the importance of value alignment between companies and influencers and innovation in content creation. It is desired that this research can serve as a benchmark for companies in harnessing the potential of influencers as an integral part of their digital marketing strategy.

Automatic detection of fake reviews at marketplaces using expert-based features and consumers’ reactions

The article presents the results of a practical study of the features of fake reviews that are described by marketers and other experts. Due to the abundance of fake reviews on marketplaces, consumer trust falls not only in the seller or platform, but in the genre itself. The paper presents the results of automatic classification of reviews from Russian marketplaces into potentially fake and honest ones using modelling of features that experts call labels of a fake review (presence of template words, exclamation marks, emoji, positive sentiment), and machine learning algorithms. To solve the problem, a corpus of 6 288 texts from the Russian marketplaces Wildberries and Megamarket has been collected. The target variable (predicted class) is the ratio of likes and dislikes given to the review by other buyers. The best result is demonstrated by the support vector machine algorithm in binary classification into reviews with a low and high ratings (without neutral ones). The classification model confirms that the formal features identified by experts as indicating fake reviews indeed have predictive potential. The quality of the model is reduced by the imbalance in classes and insufficient number of reviews with buyer reactions in our corpus, which leaves room for further work.

The Application of Nanotechnology in Various Food Categories and Packaging

Nanotechnology has the potential to revolutionize the food industry by enhancing safety, quality, and shelf life. However, public acceptance is crucial for successful commercialization. This study provides a comparative analysis of consumer perceptions, attitudes, and willingness to purchase nanotechnology-based products across various food categories (processed foods, beverages, dairy, meat, fresh produce) and packaging applications (active, intelligent, biodegradable). Findings indicate that acceptance varies significantly based on food category and packaging type. Key influencing factors include perceived risks/benefits, knowledge/awareness, trust in regulations, and sociocultural/demographic variables. The study emphasizes the need for effective risk communication, transparent labeling, and public engagement to enhance consumer trust. Insights can guide policymakers, researchers, and industry in developing targeted strategies to address concerns and promote responsible nanotechnology development in the food sector.

Evaluasi Kepatuhan Pelaku Usaha Petis Ikan HSN terhadap Sistem Jaminan Produk Halal (SJPH) di Konang Galis Kabupaten Pamekasan

In Pamekasan, many small and medium businesses have received halal certificates, but still have difficulty implementing SJPH in a sustainable manner. Many business actors do not fully understand that halal certification is not just a symbol, but is a system that needs to be implemented continuously and monitored closely. They often focus on the administrative aspects of certification, and ignore the importance of practice in daily activities. This research aims to determine the efforts of HSN fish paste business actors UMK in Pamekasan Regency in ensuring compliance with SJPH and evaluating compliance with SJPH implementation. The research method used is a descriptive qualitative research method, where the process of searching for data is through observation, interviews and documentation techniques. This method was chosen so that the research data is in-depth and comprehensive regarding the evaluation of HSN fish paste business actors' compliance with the Halal Product Guarantee System (SJPH). This research involved 4 fish paste business actors. The findings of this research show that HSN fish paste business actors are trying hard to implement SJPH, even though there are obstacles that hinder its effectiveness. However, there are weaknesses in supervision, internal auditing, and employee training. There needs to be more structured action to achieve optimal SJPH compliance and strengthen consumer trust.