Building trust in sustainable brands: Revisiting perceived value, satisfaction, customer service, and brand image

This study revisits the key variables that build brand trust in consumers, addressing a critical issue for building lasting relationships between brands and consumers. Through a conceptual model, we examine how perceived value, satisfaction, customer service, and brand image influence consumer trust. The research is based on a sample of 1280 Spanish consumers over the age of 18, who responded to a questionnaire designed with previously validated scales. The PLS-SEM technique was used to validate the hypotheses and the proposed model. The findings reveal that perceived value, satisfaction, customer service, and brand image have a positive and significant effect on consumer trust. In particular, it was found that customer service directly influences customer satisfaction, which in turn reinforces brand trust. Additionally, the brand's communication strategy shows a significant positive relationship with brand image. Finally, customer satisfaction is identified as a mediating variable in the relationship between customer service and trust, indicating that a positive experience with customer service is fundamental for consolidating brand trust. This study contributes to enhancing the understanding of the factors that promote brand trust and offers practical implications for the development of effective marketing and brand management strategies. These insights can be especially relevant for sustainable brands, as the identified factors—perceived value, satisfaction, customer service, and brand image—are also critical in fostering trust in brands that prioritize sustainability. Incorporating sustainable practices into these areas may further strengthen consumer trust and loyalty toward sustainable brands.