This article explores the relationship between value similarity and public trust in charitable organisations. Through a focus group interview and an empirical study based on a sample in the United Kingdom, findings show that value similarity between the public and charitable organisations
is an important driver of trust in charities even when individuals lack in-depth knowledge of them. It is also an elemental domain of public trust in charities and makes the greatest contribution to explaining this concept. It is concluded that value similarity is the key to understanding
and establishing public trust, which is essential for prosperity of the voluntary sector.
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