Consumer decision making is heavily influenced by not only the information made available about products but also the degree of trust consumers have in that information. As online sources increase, so do opportunities to find information about products that is both factual and misleading. Especially with regards to green products and sustainability claims, predatory marketing practices, undisclosed advertisements, and uninformed influencers contribute to consumer vulnerability regarding purchases. With regards to plant products - both plant-based foods and ornamental plants - and the environment, little research has been invested in understanding where and how consumers are getting information and what they trust. This study investigates how plant consumers access and trust information regarding environmental and climate issues, their purchases, and the sustainability qualities of plant products. Using the results of an online survey, consumer profiles were identified using Ward’s Linkage clustering so that stakeholders, such as science communicators, marketing professionals, consumer protection agencies, and consumers themselves can better understand the state of consumer trust in information about plant products.
