The purpose of this study is to examine the importance of relationship marketing and particularly customer trust in energy-efficiency labels in social marketing interventions geared towards energy-efficient consumption.,A conceptual model was empirically tested on a sample of 517 users of electronic appliances living in South Africa. The study involved a cross-sectional design, and data were collected via a self-administered survey. Structural equation modelling and mediation analysis were used to test the hypothesised relationships.,The results indicated that customer trust is influenced by customers’ perception of the price and quality of energy-efficiency products, their attitude towards such products and their level of satisfaction with the environmental performance of the products. Customer trust, in turn, showed a positive influence on the customers’ intention to purchase energy-efficiency products and their loyalty to such products. As a central variable, customer trust was found to be an important mediator in the conceptual model.,The findings provide social marketers with important insights on the critical role that customer trust plays in achieving a long-term behavioural shift towards energy-efficient consumption.,Focusing on customer trust in energy-efficiency labels, this study provides empirical evidence of the mediating role of trust in influencing the intention to purchase and the decision to remain loyal to eco-friendly products. Moreover, this paper provides greater clarity on various levers to be activated to enhance the trust that customers have in energy-efficiency labels.

中文翻译：

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客户信任对于社会营销干预的重要性：能源效率消费的案例

这项研究的目的是检验关系营销的重要性，尤其是客户信任在针对节能消费的社会营销干预措施中的能效标签上的重要性。以概念模型为依据，对517个生活在生活中的电子设备用户进行了实证测试在南非。该研究涉及横断面设计，并通过自我管理的调查收集数据。结果表明，客户对节能产品的价格和质量的看法，对此类产品的态度以及对产品的满意程度会影响客户的信任度。产品的环保性能。反过来，客户信任 对客户购买节能产品的意愿及其对此类产品的忠诚度显示出积极的影响。作为一个中心变量，客户信任被发现是概念模型中的重要中介。该发现为社会营销人员提供了重要的见解，说明了客户信任在实现长期行为向节能消费转变方面所起的关键作用。 ，本研究基于对能源效率标签的客户信任，为信任在影响购买意愿和保持对环保产品的忠诚度的决定中起中介作用的经验证据。此外，本文更加清晰地阐明了要激活的各种杠杆，以增强客户对节能标签的信任。