Filipino consumers are becoming more cautious about where they spend their money, and recent research suggests that transparency is playing a larger role in purchasing decisions.
According to the 2026 Philippine Trust Study conducted by EON Group in partnership with Ateneo de Manila University, high prices, unclear fees, and hidden charges are among the leading reasons consumers distrust businesses.
The study introduced the Philippine Business Trust Index, which gave Philippine businesses an overall score of 72 out of 100, placing them in the “Conditional Trust” band.
According to the study’s framework, any score falling below the 70.0 stability line signals operational vulnerability:
| Trust Band | Index Range | Operational Implication |
| Robust / Absolute Trust | 81.0 – 100.0 | High institutional resilience and strong brand equity. |
| Conditional Trust | 71.0 – 80.0 | Trust is maintained through daily performance but vulnerable to shocks. |
| Borderline Trust | 70.0 – 70.9 | Barely maintaining baseline stability. |
| Fragile Trust | 60.0 & Below – 69.9 | High vulnerability to consumer defection and regulatory scrutiny. |
Notably, none of the nine industries evaluated achieved the study’s “Robust Trust” threshold, indicating that public confidence remains vulnerable across sectors.
The findings arrive at a time when inflation remains a major concern. With headline inflation reaching 7.8 percent in October, households are facing higher costs for essential goods and services. As a result, consumers are paying closer attention not only to how much they spend but also to whether prices, fees, and charges are communicated transparently.
Based on a nationwide survey of 800 Filipino adults conducted from May to August 2026 across 84 cities and municipalities, the study provides a broad view of how Filipinos currently assess business trustworthiness in a challenging economic environment.
Rising Costs and Hidden Charges Drive Distrust
The study found that pricing concerns have become a significant factor in shaping public trust. Among respondents who identified a least-trusted business sector:
- 19.7 percent cited prices they considered too high or unreasonable;
- Another 14.7 percent pointed to unclear prices or fees,
- While 11.7 percent identified hidden charges as their primary concern.
These suggest that consumers are paying close attention to how businesses present and explain their pricing structures and transparency, which has become closely linked to consumer confidence.
In an environment where household budgets are under pressure, unexpected costs can influence perceptions of fairness and value.
Speaking during the study’s launch, Malyn Molina, president and chief operating officer of EON Group, said such concerns reflect how consumers scrutinize price increases, particularly as inflation sizzled to 7.8 percent in October, its highest level in more than three years.
“When prices climb this fast, every increase tests the public’s good faith,”
The results highlight how trust can be affected by everyday customer experiences. Whether dealing with retail purchases, service fees, travel bookings, subscriptions, or financial transactions, consumers increasingly expect prices to be disclosed clearly and charges to be communicated upfront.
Various Trust Levels Across Industries
While the study found that public trust remains generally positive, it also revealed significant differences among industries.
Industries in the Conditional Trust:
- Healthcare emerged as the highest-rated sector with a trust score of 75.6;
- Commerce and retail at 75.4;
- Food and Agriculture at 75.0 and;
- Energy and utilities with a score of 73.0.
Industries in the Borderline Trust:
- Manufacturing occupied the middle tier with a score of 70.9 and;
- Financial Technology at 70.8.
Although these sectors remained above the study’s baseline trust threshold, they fell short of achieving stronger public confidence.
At the lower end (Fragile Trust band) were:
- Business Process Outsourcing (BPO) and Information and Communications Technology (ICT) as well as Tourism and Travel both recorded scores of 68.6;
- Real estate and construction ranked last with a score of 67.7.
The study identified several reasons for weaker confidence in the following industries:
- In tourism and travel, respondents cited surprise fees, cancellation charges, and peak-season price increases.
- In real estate, concerns centered on delayed turnovers and unmet marketing promises.
- For BPO and ICT services, respondents highlighted difficulties associated with automated customer support systems.
The findings indicate that consumer trust is influenced not only by product quality or price but also by whether businesses consistently deliver the services and commitments they advertise.
The Value of Honesty over Reputation
Among the 16 trust attributes measured in the study, honesty emerged as the most important factor for Filipino consumers. A total of 34.6 percent of respondents ranked honesty as the leading characteristic they look for when evaluating businesses.
The result places honesty ahead of other commonly cited business strengths, including product quality, competence, customer relationships, and reputation. It also reflects the growing importance consumers place on transparent communication and ethical business practices.
One of the more notable findings from the study was the relatively low importance assigned to corporate reputation. Only 6.8 percent of respondents identified “reputation” as a reason for trusting their most trusted business sector.
This suggests consumers are placing greater weight on actual experiences and observed business conduct than on branding alone.
The research further showed that trust levels were relatively similar regardless of company size.
Large enterprises recorded a trust score of 72.3, while micro, small, and medium enterprises registered 71.7. The narrow gap suggests that Filipinos evaluate businesses using largely the same standards regardless of scale.
Taken together, the findings point to a consistent theme: consumers value businesses that communicate clearly, act transparently, and deliver on their commitments.
The study’s findings highlight the growing importance of transparency in building consumer confidence.
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