Public trust in Chinese elder-care social enterprises: common awareness and diverse perspectives from key stakeholders

This research investigates public trust in Chinese elder-care social enterprises (SEs), examining stakeholder trust through a qualitative methodology. Semi-structured interviews and participatory observations with five key stakeholder groups (founders, employees, intermediary organizations, investors, and customers) revealed a common lack of public awareness and confusion regarding SEs. While the hybrid nature of SEs evoked positive perceptions, a weak consensus on SE norms was identified. Stakeholders exhibited heterogeneous rigor and adherence to social and business dimensions, highlighting the hybrid nature of elder-care SEs. A framework explicating stakeholder trust based on hybridity is proposed, contributing to understanding public trust in emerging organizations.

Youxin Feng, Yuko Nishide