The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption

Purpose The purpose of this study is to examine the importance of relationship marketing and particularly customer trust in energy-efficiency labels in social marketing interventions geared towards energy-efficient consumption. Design/methodology/approach A conceptual model was empirically tested on a sample of 517 users of electronic appliances living in South Africa. The study involved a cross-sectional design, and data were collected via a self-administered survey. Structural equation modelling and mediation analysis were used to test the hypothesised relationships. Findings The results indicated that customer trust is influenced by customers’ perception of the price and quality of energy-efficiency products, their attitude towards such products and their level of satisfaction with the environmental performance of the products. Customer trust, in turn, showed a positive influence on the customers’ intention to purchase energy-efficiency products and their loyalty to such products. As a central variable, customer trust was found to be an important mediator in the conceptual model. Practical implications The findings provide social marketers with important insights on the critical role that customer trust plays in achieving a long-term behavioural shift towards energy-efficient consumption. Originality/value Focusing on customer trust in energy-efficiency labels, this study provides empirical evidence of the mediating role of trust in influencing the intention to purchase and the decision to remain loyal to eco-friendly products. Moreover, this paper provides greater clarity on various levers to be activated to enhance the trust that customers have in energy-efficiency labels.