Yelena Zmushko

Consumer Behaviour of Russian Speakers: Sense of Trust and Consumer Behavior of Russian Speakers from the Former Soviet Union Related to Health Yelena Zmushko

Empirical research on trust among Russian speakers from the Former Soviet Union was not keeping pace with theoretical developments in the field. I viewed it as a significant limitation and thought that information covering both trust issues and consumer behavior of the Russian speakers from the Former Soviet Union would serve as a valuable source of information and vehicle for advancing the literature. The dominant approach emphasizes different classifications of trust including implications for marketers for developing marketing strategies specifically tailored for Russian speakers from the Former Soviet Union. While not all Russian speakers from the Soviet Union behave in the same way, there are similarities of language, culture, way of life and thinking that are significant factors in making comprehensive conclusions in this research.