This article explores the moderating influence of trust on attitudes toward stock-outs.

Following the global pandemic, consumers experienced escalating stock-outs of essential commodities, while managers confronted shortages of industrial products. The impact of crisis-induced stock-outs was particularly pronounced in New Caledonia, a French territory in the South Pacific. Qualitative research, composed of netnography and face-to-face interviews, conducted in New Caledonia reveals distinct patterns in the deployment of trust by consumers and managers. Managers strategically rely on active trust to mitigate the risks associated with stock-outs. In contrast, consumers encountering stock-outs exhibit a heightened distrust towards distributors, leading them to actively avoid the affected market.

The findings underscore the critical role of trust preservation during times of crisis, as asserted by Gustafsson (2021).