Consumer Trust, Distrust and Resistance – An Empirical Study in the Context of Homeopathy

Abstract

In times of declining trust and growing suspicion, objective truths and common facts become less relevant and unequivocal. As such, matters where scientific consensus is clear are doubted and resisted against. In the wake of these developments, phenomena like climate change denial, anti-vaccination, and alternative consumption trends come to the fore, placing a strengthened focus on trust, distrust and their behavioral manifestations.

While trust and distrust have been studied through various disciplinary lenses and with different foci, there are still plentiful aspects that received little theoretical and empirical attention particularly with regard to a consumer context. This is also true for distrust that was long overshadowed by its counterpart trust. Further, the conceptual relationship between the two remains a disputed question. Lastly, the behavioral manifestations of trust and distrust, especially in terms of consumer resistance have not received notable academic attention to date, even though linkages can be observed in societal developments.

Through a review of relevant literature and an empirical study on proponents of homeopathy, the afore-mentioned shortcomings are addressed. Analysis of qualitative data derived from interviews and a discussion forum suggests that trust and distrust are two related but co-existing concepts, thereby opposing the traditional view that trust and distrust are mutually exclusive elements on the same scale. This finding highlights the importance of addressing both concepts on a theoretical as well as on an empirical or managerial level. Further, characteristics of trust and distrust in a consumer context could be identified, thereby aiding the understanding of consumer trust and distrust. In addition, first insights about the behavioral manifestations of trust and distrust in consumer resistance could be derived, suggesting that distrust manifests itself in avoidance or anti-consumption while trust can induce consumption. Lastly, some general implications about homeopathy, conventional medicine and scientific consensus could be acquired, thereby showing that the consumer or patient needs to be placed back in the center of attention and outlining the need for greater engagement in public debate for matters where scientific consensus is rejected by the population. Explicit strategies however provide an area for future research.