Nieufny konsument – wyzwanie dla współczesnego marketingu
Wary Consumer - A Challenge for Modern Marketing

Summary/Abstract: Mistrust, as opposed to trust, has so far not been so common research object. However, it turns out that it has a significant impact on behavior consumers. Hence the purpose of this article is to show the specificity of the tendency to distrust by identifying the main determinants of it. The intention was also creating a distrustful consumer profile based on its socio-demographic characteristics. CAWI was conducted nationwide, on a representative sample of 982 people. The method used in the analysis was multiple regression. The data shows that distrust is primarily a belief in the need to be vigilant and cautions in dealing with strangers. In addition, the respondents show great suspicion and the view that others caring for their own interests are prone to fraud. Article It has a research character and was created within a scientific grant (DEC-2011/01 / D / HS4 / 05664) funded by the National Science Center.

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