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Trust in a business-to-consumer relationship Trust is a subject of a growing interest of the specialists in social Sciences and an influence of trust on the economic effectiveness is a subject of research of the economists. The paper is devoted to a special kind of trust in the market, namely consumer trust in business. The author tries to explain an essence of the consumer trust and to describe the functions which it performs in the market. It is worth to emphasize that trust is not the only determinant of consumer choices and both overestimating and underestimating of trust is a mistake. As a certain level of consumer service became a standard the new ways of misusing of consumer trust can be observed. The laboratory situation in which trust in a business-to-consumer relationship can be observed is electronic shopping. Lack of consumer trust in the electronic market is a serious obstacle in the development of this market.

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