Water Science & Technology: Water Supply–WSTWS Vol 8 No 1 pp 43–48 © IWA Publishing 2008 doi:10.2166/ws.2008.035
Consumer trust and confidence: some recent ideas in the literature
Chris Fife-Schaw, Julie Barnett, Jonathan Chenoweth, Gregory M. Morrison and Christina Lundéhn
Dept. of Psychology, University of Surrey, Guildford, GU2 7XH, UK c.fife-schaw@surrey.ac.uk
Water Environment Technology, Chalmers University of Technology, 412 96, Göteborg, Sweden
ABSTRACT
This paper reflects on two recent debates in the consumer literature on trust that have implications for consumer relations in the water industry. The first concerns an important yet seldom made distinction between trust and confidence. The second concerns when and how trust is related to acceptance of, for example, new tariffs or new technologies, and it challenges the conventional view that trust is usually a precursor of acceptance. New conceptual models addressing these debates are described and their implications for future water-related consumer research are discussed as are potential implications for industry relationships with consumers.
Keywords: confidence; consumer trust
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