‘Trust the messenger’: Public trust in sources of information on COVID-19

Abstract A key lesson of the coronavirus pandemic was the importance for pro-social behaviour of popular trust in key information sources. Yet existing studies rarely consider the role of people’s trust in a range of different information sources, and the relationship between such trust and particular attitudes and behaviours among individuals. This study goes beyond the general mantra that ‘trust matters’ and explores more specific effects, relating to trust in particular actors and for particular outcomes. Based on a survey fielded on a representative sample of the British population conducted towards the end of the pandemic, we find evidence that people’s coronavirus attitudes and behaviours are particularly related to their trust in scientific experts and, in some cases, to their trust in local councils. However, trust in these actors is not uniformly associated with people’s coronavirus beliefs and actions. This suggests that the link between people’s trust and their pro-social attitudes and behaviours is often specific rather than general. The results hold important implications for the design of effective public communication strategies in the event of any future health emergency.