Trust as a Driver of Pro-Ecological Behaviour: The Power of Experts and Interpersonal Networks in a Low-Trust Context

Understanding the role of trust in shaping pro-ecological behaviour is essential for advancing effective environmental communication, particularly in societies characterized by low institutional credibility. This study examines how different forms of trust-scientific, institutional, mediatic, and interpersonal-predict pro-ecological behaviour in Bulgaria, a context marked by historically low levels of social and institutional trust. Drawing on a nationally representative survey of 1008 adults, participants rated their trust in six sources of environmental information (experts, public servants, politicians, media, social networks, and friends or relatives) and reported their engagement in various ecological practices. Multiple regression analysis revealed that trust in experts was the strongest positive predictor of pro-ecological behaviour, followed by trust in friends and relatives. Trust in political institutions, media, and online social networks showed no significant associations. These findings suggest that in low-trust societies, interpersonal trust and trust in experts serve as primary drivers of ecological engagement, while institutional trust alone is insufficient to mobilize collective environmental action. The study underscores the importance of fostering both scientific credibility and community-based communication to enhance public participation in sustainability initiatives.