Public trust in business, defined as the degree to which the public—meaning society at large—trusts business in general, is largely understudied. This article suggests four domains of existing trust research from which scholars of public trust in business can draw. The authors then propose four main hypotheses, which aim to predict the determinants of public trust, and test these hypotheses using a factorial vignette methodology. These results will provide scholars with more direction as this article is, to the authors’ knowledge, one of the first empirical studies of public trust. Furthermore, the study will enable those companies interested in increasing public trust to understand better respective determinants of public trust.
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