Abstract
You scroll through an online store, walk into a supermarket, or prepare to sign up for a new service, and suddenly you hesitate. The product seems right, the price is fair, the reviews are positive – yet something feels off. This small moment of doubt has become increasingly common in a world saturated with choices, information, and promises. Behind this hesitation lies a deeper challenge: a growing crisis of trust affecting institutions, companies, and society as a whole. In our book "Marketing, A sustainable model for trust building", we explore the origins of this trust crisis and explain how organizations can rebuild trust through responsible and relationship-oriented marketing practices.