Trust acts as a fundamental determinant of consumer choice of medicinal products and other pharmaceutical goods, significantly influencing the volume and frequency of purchases. According to survey data, 46–76% of consumers prefer specific pharmacy chains and make more purchases due to trust in personnel, quality, and reputation. The formation of trust is determined by a complex of factors: emotional (empathy, sense of safety, respect, positive emotions), rational (guarantees of product quality and safety, transparency of information), and social (corporate reputation, user reviews, service convenience, social responsibility). In conditions of high competition in the pharmaceutical market, the study of the phenomenon of trust acquires particular scientific and practical relevance, as it allows for the identification of mechanisms for forming consumer loyalty and strategies for enhancing the competitive advantages of pharmacy organizations [1, 2, 3].

To identify and analyze significant factors and conditions influencing the formation of consumer trust in pharmaceutical products and pharmacy organizations.

Using comparative analysis, the theory of trust was studied, including its concept, factors, and conditions for the formation of trust. Psychological and philosophical approaches to the study of trust were investigated using the content analysis method.

Based on theoretical research, questionnaires were developed for conducting two sociological surveys: among consumers and pharmaceutical workers. The survey involved 85 consumers and 62 pharmaceutical workers.

In the course of our research, we studied the theory of trust, which examines the mechanisms of forming confidence in individuals and groups regarding the reliability of other subjects (people, institutions, organizations) [4].

These approaches are reflected in the results of our research. Thus, in the pharmaceutical context, trust in pharmacy workers is formed through transparency, expertise, and empathy, increasing consumer loyalty.

Based on the literature analysis, one of the main external conditions forming trust is the pricing policy of the pharmacy organization. Every second respondent who expressed trust in Russian medicinal products (55%) is inclined toward them due to the affordable price of the products. This condition is particularly significant for those personally responsible for purchasing medicines, respondents over 45 years of age, and working Russians with average income levels [1, 5, 6, 7].

Another significant external condition for building trust is the packaging of the medicinal product. Modern pharmaceutical manufacturers actively employ various design techniques to create a distinctive product appearance, which contributes to increased visibility and attractiveness for consumers. Empirical studies confirm the importance of packaging as a significant factor in the selection of medicinal products among numerous analogues with identical therapeutic properties. In conditions of high competition, consumer choice often reduces to aesthetic evaluation based on the "attractive—unattractive" principle, where visual perception plays a decisive role in the decision-making process [8].

Analysis of the value of external factors of a pharmacy organization for consumers revealed the growing role of parameters such as service quality and the availability of a wide range of medicinal products. Consumers primarily associate service quality with a high level of staff qualification [5, 6, 9, 11].

Fundamental external conditions for building consumer trust in pharmacy organizations include physical factors, encompassing sales floor layout, typology and placement of pharmacy commercial equipment, principles of arrangement and display of pharmaceutical products, positioning of advertising and informational materials, as well as the creation of the overall atmosphere of the hall (lighting, color scheme, aromatic profile, temperature regime, presence and level of background sound from music). Comprehensive study of these factors ensures the acquisition of valuable data for optimizing consumer trust [11].

Effective professional interaction plays a crucial role in building consumer trust in pharmaceutical workers. The role of pharmaceutical workers in consumers' decision-making regarding the purchase of medicinal products is significant [2, 6, 9, 12, 13]. Pharmaceutical specialists should be trained in the psychology of interaction with consumers of pharmaceutical products and the psychology of effective sales, where priority is given to solving consumer problems, which serves as the foundation for the economic well-being of the pharmacy organization. Pharmaceutical counseling involves providing assistance to the buyer in selecting over-the-counter medicinal products with an emphasis on information adapted to the individual needs of the client [9]. The presence of empathy in pharmaceutical counseling is very important. Empathy is one of the regulators of interpersonal relationships; it manifests in the desire to provide help and support to other people [14].

Based on the literature analysis, we formulated a concept for building consumer trust in pharmaceutical products (Fig. 1).

Fig. 1. The concept of building consumer confidence in pharmaceutical products

The concept for building consumer trust in pharmaceutical products is based on a combination of factors of quality, staff expertise, and process transparency. It takes into account the specific characteristics of the pharmaceutical market, where trust directly affects loyalty and choice.

The formation of trust is influenced by the regulatory framework of the pharmaceutical industry.

The RATER trust model for service quality assessment (Reliability, Assurance, Tangibles, Empathy, Responsiveness) was developed by Professors Zeithaml Valarie A., Berry Leonard L., and Parasuraman A. and published in their 1990 book "Delivering Quality Service: Balancing Customer Perceptions and Expectations." This model is adapted for pharmacies and defines key elements [2] (Table 1).

Table 1. Structure of the trust model (RATER)

ComponentDescription in the pharmacy contextImpact on trustReliabilityStable delivery of services and goodsBasic confidence in serviceAssurancePharmacist's expert knowledge, recommendationsReduction of purchase risksTangiblesPharmacy cleanliness, packaging, quality documentsVisual confirmation of qualityEmpathyAttention to client needs, personalizationEmotional connectionResponsivenessQuick solutions, feedback, additional servicesLoyalty and repeat visits

This concept is integrated into educational materials for pharmaceutical workers, enhancing professional thinking.

To confirm the concept of building consumer trust in pharmaceutical products, we conducted a sociological survey of consumers and pharmaceutical workers. The survey involved 85 consumers and 62 pharmaceutical workers.

Most respondents feel safe when communicating with pharmaceutical workers. More than 40% of both consumers (41.3%) and pharmaceutical workers (43.8%) chose the option "rather safe."

Fig. 2. Feeling safe when communicating with a pharmacist

Confidence when making a purchase is crucial for both consumers and pharmaceutical workers. The majority of respondents consider this factor "very important" (82.2% of consumers and 71.9% of pharmacists).

Fig. 3. Confidence in purchasing for pharmacists and consumers of pharmaceutical products

The safety of pharmaceutical products is a critical factor for both groups of respondents. The vast majority of consumers (87%) and pharmaceutical workers (81.3%) consider this aspect "very important." Consequently, this indicator is a priority criterion in the selection and sale of pharmaceutical products, forming the basis of trust in the brand and company.

Fig. 4. Safety of pharmaceutical products for pharmaceutical workers and consumers of pharmaceutical products

Compliance of products with quality standards is a priority factor for both consumers and pharmaceutical workers. The vast majority of respondents identified this criterion as "very important" (91.3% of consumers and 81.2% of pharmacists). This indicates that quality control and compliance with standards are perceived by both groups as a mandatory condition for trust in pharmaceutical products and the pharmacy as a whole.

Fig. 5. Compliance of products with quality standards for pharmaceutical workers and consumers of pharmaceutical products

Clear, consistent, and reliable information about products and purchasing conditions is critically important for both groups of respondents. The majority of consumers (84%) and pharmaceutical workers (68.8%) consider this factor "very important." Consequently, the provision of transparent and reliable information is one of the decisive conditions for building trust and effective interaction between buyers and pharmacy organizations.

Fig. 6. Reliability of information about products and terms of purchase for pharmaceutical workers and consumers of pharmaceutical products

The reputation of a pharmacy organization is a significant factor for both groups of respondents. More than half of consumers (52.2%) and nearly half of pharmaceutical workers (46.9%) consider it "rather important." Meanwhile, 37% of consumers and 43.8% of pharmacists rated this indicator as "very important." Company reputation is perceived as an important criterion in choosing and interacting with a brand, forming the foundation of trusting relationships between clients and pharmacy organizations.

Fig. 7. The importance of a company's reputation for pharmaceutical workers and consumers of pharmaceutical products

Consumer reviews play a significant role in the purchase decision-making process. More than a third of respondents from both groups consider this factor "very important" (34.8% of consumers and 34.4% of pharmacists). The presence of reviews has a significant impact on the formation of trust and purchase decisions, both among pharmaceutical workers and among consumers of pharmaceutical products.

Fig. 8. The role of consumer reviews in purchase decisions

Critical analysis of the scientific literature allowed us to identify and classify the conditions and factors for building consumer trust in pharmaceutical products. Based on the research results, a concept for building trust was formulated, the ideas and principles of which were confirmed by the results of sociological research. Thus, the study of the emotional factor in the form of a sense of safety during communication shows that a basic level of trust in pharmacists has already been formed but is not absolute. There is potential for strengthening, which is realized through improved communication, openness, and emotional support (empathy).

The very high significance of confidence when making a purchase (82.2% of consumers and 71.9% of pharmacists—"very important") confirms that the feeling of reliability of choice is a central criterion in the pharmacy.

Safety is considered a basic, non-negotiable parameter: 87% of consumers and 81.3% of pharmacists consider it "very important." This is consistent with trust theory: safety is a fundamental component, without which neither price nor service functions. Violation of this condition leads to a sharp decline in trust in the brand, pharmacy, and the entire system.

Almost complete alignment of positions (91.3% of consumers and 81.2% of pharmacists—"very important") shows that formal quality standards are perceived as an objective guarantee. For the consumer, standards are a kind of "insurance" against errors and counterfeits. For pharmaceutical specialists, they represent professional and legal protection.

The high significance of honest and understandable information (84% of consumers and 68.8% of pharmacists—"very important") directly reflects the Assurance and Transparency component in the presented "Trust" model. The gap between groups suggests that pharmaceutical workers may underestimate how critical clarity of wording, absence of hidden motives, and understandable explanations of action, side effects, and conditions of use are to the client. This underscores the need to develop communication skills and simplify explanations without losing professionalism.

Reputation is perceived as an integral indicator of previous experience and social evaluations: the majority of respondents rate it as "rather important" or "very important." For consumers, reputation compensates for a lack of professional knowledge: a good reputation reduces the perception of risk. For pharmaceutical workers, pharmacy reputation is also important, but they likely rely more on professional sources (instructions, clinical guidelines) than on image.

More than a third of respondents in both groups consider reviews "very important," reflecting the growing influence of horizontal connections and user experience. For consumers, reviews are a source of "living" information, an informal verification of manufacturer and pharmacy promises. For pharmaceutical workers, the importance of reviews indicates that they are guided not only by instructions but also by real patient experience, which brings professional and consumer perspectives on trust closer together.

Thus, trust in pharmaceutical products and pharmaceutical workers in the perception of both groups is built primarily on safety, quality, and reliable information. Company reputation and reviews strengthen or weaken this trust, serving as external markers of reliability.

The level of subjective safety and confidence is high but not absolute, which confirms the relevance of the developed concept and the need for targeted trust-building strategies: through transparency, development of pharmaceutical workers' communicative competence, improvement of the pharmacy environment, and work with feedback.

When interpreting the results of this study, a number of methodological limitations must be considered that may affect the generalizability and validity of the conclusions drawn.

Consideration of these limitations allows for a more conservative assessment of the results obtained and defines directions for further research, including expansion of geography, increased sample size, application of behavioral economics methods, and qualitative research approaches.