How going green builds trusting beliefs
研究了企业可持续发展努力对消费者信任信念的影响，通过相关研究和两个实验发现，感知创新性和与公司的自我连接是解释该效应的机制。
Abstract Companies are increasingly making efforts to become more sustainable. In this research, we investigate the effect that these efforts have on consumer trusting beliefs in companies. In one correlational study and two controlled experiments ( n = 2174), we test the relationship between sustainability improvements and trusting beliefs and the mediating mechanisms explaining this relationship. Results reveal that perceived innovativeness and self‐connection with the company are mechanisms explaining the effect. Furthermore, in the first experiment, we test whether the effect on trusting beliefs requires a comprehensive change or if a small sustainability improvement is equally effective. In the second experiment, we address whether sustainability improvements are more effective than other types of improvements in terms of building trust. Our findings have important theoretical implications for the understanding of how sustainability efforts build trust and practical implications for companies aiming to trust among consumers.