A Framework for Consumer Trust Formation in Digital Green Marketing Strategies

Thesis Abstract

The increasing integration of digital platforms into green marketing initiatives underscores the critical need to understand the mechanisms underpinning consumer trust in environmentally sustainable marketing strategies. Despite growing investments in digital green marketing, there remains a significant gap in theoretical understanding of how trust is cultivated and maintained within this context, especially amid concerns about authenticity, transparency, and perceived environmental credibility. This study aims to develop a comprehensive framework elucidating the key antecedents and mediating factors influencing consumer trust formation in digital green marketing strategies. Specifically, the research objectives are to identify the core factors affecting trust (such as perceived environmental responsibility, information transparency, and digital engagement), examine their interrelationships, and propose a model that explicates the trust development process in digital green marketing environments. Employing a mixed-methods research design, the study integrates qualitative exploratory interviews with key marketing practitioners to generate initial insights, followed by a quantitative survey to validate the proposed framework. The quantitative phase targets a population comprising consumers aged 18 to 45 who have interacted with green marketing campaigns on digital platforms within the past year. A stratified random sampling technique is utilized to select a sample of 600 respondents from retail and eco-friendly product sectors across metropolitan regions. Data collection instruments include a structured questionnaire developed based on existing validated scales, measuring perceived environmental responsibility, transparency, digital engagement, trust propensities, and purchase intentions. Ensuring content validity through expert reviews and pilot testing, the instrument’s reliability is verified via Cronbach's alpha coefficients exceeding 0.80. Data analysis will be conducted using exploratory and confirmatory factor analyses to establish construct validity, followed by structural equation modeling (SEM) to test hypothesized relationships among variables. The SEM process will allow for the assessment of the direct and indirect effects of antecedents on consumer trust, as well as the mediating role of perceived authenticity. Additionally, thematic analysis of interview transcripts will inform contextual understanding and potential cultural moderators affecting trust dynamics. The anticipated results suggest that perceptions of environmental responsibility, transparency of information, and active digital engagement positively influence consumer trust, with perceived authenticity mediating these relationships. The model is expected to demonstrate good explanatory power, accounting for a significant proportion of variance in consumer trust and subsequent purchase intentions. The findings will contribute to the existing theoretical body by integrating trust theories—such as Mayer, Davis, and Schoorman’s (1995) Model of Trust and the Theory of Perceived Credibility—with green marketing constructs within a digital context. This comprehensive framework aims to bridge theoretical gaps by elucidating the sequential and conditional factors driving trust formation in online green marketing settings. This research's contribution to knowledge lies in providing a validated, context-specific model that enables practitioners to strategically enhance trust in digital green campaigns, thereby fostering consumer loyalty and promoting sustainable consumption. Policy implications include recommendations for transparent communication practices, authenticity verification, and digital engagement strategies tailored to eco-conscious consumers. The study concludes that fostering transparency, demonstrating genuine environmental commitment, and leveraging digital channels authentically are essential for cultivating trust in digital green marketing strategies. Future research avenues may explore cross-cultural validations and longitudinal assessments to examine trust evolution over time, thus enriching understanding of sustainable marketing practices in a rapidly digitizing world.