How the perception of transparency is built in the mind of consumers: An exploratory study[Comment la perception de la transparence se construit dans l’esprit des consommateurs : une étude exploratoire]

Transparency is at the heart of business and brand discourse. Although the literature has often focused on the consequences for consumer behavior or its impact on CSR policy, there is little work on the elements that determine consumers' perception of transparency. In order to provide an initial answer, the authors conducted a qualitative study and a quantitative study of consumers. They have thus highlighted elements that create transparency, for example information on products and their origin. They also highlighted five types of brands perceived by consumers and were able to show that transparency, while desired, is not always apparent. Indeed, skepticism is de rigueur when it comes to brand discourse. They conclude that marketing must evolve toward anti-marketing, co-marketing, and reputation marketing.