Sustainability through the lens of the professional adviser: the case for brand trust

Purpose This investigation builds on two domains. First, professional service providers, such as dentists and veterinarians, represent an understudied link in the distribution channel. Their recommendation of products, such as toothpaste and pet food, are impactful to their clientele. Second, for consumers, sustainability is growing as a motivating factor in product consideration. Consequently, brands committed to sustainability want to promote their products accordingly to connect with the consumer. The purpose of this study is to determine how to trust in sustainable brands is built in the mind of professional service providers, as they are influential in their clients’ decision process. Design/methodology/approach Structural equation modeling was used to test the conceptual model that predicted how brand trust of sustainable products is built in the mind of the professional service provider using a sample of 457 veterinarians. Findings Results revealed that trust in sustainable brands is built via professionals’ expertise in sustainability and their perception of the importance of sustainability. Additionally, the perception of altruistic motivations had a positive impact on brand trust while the perception of strategic motivations had no influence on trust in sustainable brands. Originality/value Previous studies typically examine sustainability in an organizational context or as a brand consideration factor for consumers. This research focuses on professional service providers, who operate independently of the organization, alongside the formal distribution channel. The study examines how their perception of sustainability importance and their perceived motives of brands engaging in sustainability activities impacts their trust in sustainable brands.