The Meaning of Transparency: A qualitative study of how transparency information contributes to consumer value perceptions in the purchase of fashion products

Abstract: The concept of transparency is gaining importance in today’s society because of the increased awareness of companies’ unethical practices. Consequently, this study examines the meaning of transparency information for consumers by looking at how transparency information contributes to consumer value perceptions when purchasing fashion products. By using qualitative phenomenological interviews, this study describes the meaning of lived experiences of the phenomenon of transparency and consumers’ perceptions of purchasing clothes from a transparent company. The study shows that consumer values regarding transparency information are interrelated and derived to different degrees and dimensions depending on how consumers perceive this information, thus, from which perspective transparency information is perceived. The insights contribute to consumer value theories by showing how values derived from transparency information are symbolic of how important the consumer feels transparency, and, in many times, sustainability issues are, thus, guiding different routes in value creation.