Consumers' trust in times of uncertainty

Abstract The increasing intensity of economic challenges and atypical crises has heightened consumer uncertainty. This article explores trust in a specific crisis context, offering a local perspective (Poland) on a global issue. The main purposes of this paper are to: (1) investigate consumers' trust in information and their need to verify it, (2) identify the authorities people trust during times of uncertainty. A nationwide quantitative survey (CAWI) was conducted with 627 Polish adults aged 18 and over. Our study showed that respondents trust family, friends, and the Internet over traditional media. Consumers rely on authorities, such as scientists, doctors, and businesses.