Acceptance of detergent‐retail brands: the role of consumer confidence and trust

Purpose – The aim of this paper is to analyse the role of “trust” and “confidence/pessimism” in influencing consumer attitudes and buying intentions with respect to retail brands and products. Design/methodology/approach – Following a review of the relevant literature, the paper presents a conceptual model of buying intentions regarding retail brands. The model is then tested quantitatively by structural equation modelling analysis using a sample of 581 adult consumers that are decision makers in their households regarding purchases of detergent brands. Findings – The results show that the consumers' degree of confidence/pessimism regarding their general economic situation and their trust in retail brands are directly influencing the perceived benefits and indirectly their attitudes; the later having a direct impact on their purchase intentions. Research limitations/implications – Caution should be exercised in extrapolating the results from the present research context to other product categories and research settings. Practical implications – The variables of “trust” and “confidence/pessimism” facilitate a more effective utilisation of the marketing mix with regard to retail brands. Originality/value – The paper provides novel insights into consumer behaviour with regard to detergent retail brands. In particular, the variable of “confidence/pessimism” is especially relevant in the context of the prevailing adverse economic conditions.