Influences on Trust

The data on this site is a sample from the vast amount of unique information we have.

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This year we expanded the section which aims for a greater understanding of the many elements which contribute to trust.  In “Attitudes relating to Trust” we identify that on average 84% of Europeans will stick with a brand they like.

We then focused on 5 product categories: cars, medicine, home electronics, financial products/services and food/groceries asking respondents to indicate the relative importance of 9 elements of trust, see “Trust drivers – brand characteristics”.

As countries are often considered to be brands in their own right we quantify the level of trust amongst Europeans in each of 18 countries with regard to cuisine, people and holiday destination in “Cultural and Social Influences”.

Across Europe awareness of the Trusted Brand logo ranges from 78% in Portugal to 13% in Sweden (the newest country to join the survey).  Awareness of the logo (and what it represents) adds to the trust consumers have in a brand. 

Please click on one of the links below to find out more:

Attitudes and behaviour

Cultural and social

Brand characteristics

Trusted Brand logo

 

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