Trust is an essential ingredient in the business buying process and a prime determinant of purchase intent. Trusted companies are more likely to win and retain customers, receive the accolades of their peers, and enjoy a strong buyer preference. At the same time, the specific business value of trust, how it is built, and the perceived trustworthiness of different institutions, people, and organizational attributes vary by region. This report explains regional trust preferences and patterns. Business leaders can use it to learn how to build and maintain trust equity with business buyers in North America, Europe, and Asia Pacific.