Trust,cultural norms and financial institutions in rural communities: the case of Cameroon

The success of the operations of formal and informal financial institutions (IFIs) hinges on a high degree of trust. The pivotal role of trust warrants careful analysis regarding its formation in these financial institutions. Using the case of Cameroon, the paper interrogates trust development between formal financial institutions and their clients, and between IFIs and their members. Trust formation occurs via certain cognitive trust-building processes: calculative, prediction, intentionality, capability, and transference processes. The paper argues that trust formation through these processes is predicated upon cultural values and beliefs. It is precisely because of cultural norms that traditional leaders play a role in ensuring that loans granted by formal financial institutions are repaid, thereby serving as principal actors in the functioning of financial capitalism in rural areas. The interplay between culture and financial institutions reconfigures the financial architecture in rural zones. Culture creates a social relational anthropology that is significant for how financial institutions operate.