Trust Me! Building Consumers' Trust During the COVID-19 Pandemic

The appearance of the virus COVID-19 and its expeditious spread triggered a new and rapidly evolving situation for the whole world and has impacted consumers’ in many different ways. Because of the pandemic and economic recession, consumers’ perceptions of risk have changed, and trust has become more important in their buying decisions. Therefore, the present chapter analyzes some strategies to build consumers’ trust in pandemic times by keeping consumers’ safe, satisfying their current and post-pandemic needs, and engaging in CSR activities.