Modern slavery perception and its effect on brand trust: the roles of customer satisfaction, product price and quality

Purpose Though Brand trust is essential, there are minimal studies into its prediction. This study considers modern slavery perception as a predictor, while having price and quality as moderators in its model. Design/methodology/approach Cross-sectional survey design and convenience sampling were employed. A sample of 643 respondents was selected for the study, and the analysis was done using structural equation model. Findings Modern slavery perception (MSP) impacted customer satisfaction positively. Modern slavery impacted brand trust negatively, however, it was insignificant. Among all moderations, product price proved a significant moderator to modern slavery perception and brand trust relationship. Customer satisfaction (CS) fully mediated the relationship between modern slavery perception and brand trust. Research limitations/implications This study did not examine the reason behind the moderation direction, significance or insignificance in some relationships. Further studies can exploit this area. Practical implications In this age of elevated information accessibility, having the right reputation (especially in modern slavery context) would do the company a lot of good in its pursuit of customer satisfaction. The study equally reveals to managers that the perception of customers on modern slavery can negatively affect brand trust directly; however, it is positive indirectly. Originality/value The study provides the first insight into modern slavery perception and brand trust, directly and/or indirectly. This is also a first empirical test on the moderating roles of product price and quality on modern slavery perception and brand trust.