As we have discussed previously, consumers are looking increasingly towards businesses with values centred on sustainability and practices which consider the impact on the economy, on society and on the environment. But can these sustainability practices actually build customer trust? According to a study from California State University, sustainability practices have an impact on customer trust and loyalty. Not only that, but customer trust actually has a mediating effect on

While sustainability is good practice for business, it is important to ask the question as to whether or not consumers care about sustainability to understand the extent to which an individual business should commit to sustainability practices. According to studies conducted by Nielsen, 55% of respondents from around the world expressed a willingness to pay more for goods associated with brands which reflected a commitment to sustainability. It is, however, important to note