Consumer Preferences for Product Transparency in Emerging Markets : Lessons Learned in India

For retailers moving into an emerging market it is crucial to understand whether topics relevant in developed countries are important there as well. One of these topics is the increasing demand for product transparency, i.e., information regarding a products provenance, content, or ecological impact. The results of a study with early adopters of modern retail formats in India show that even in an emerging market like India, consumers highly value the disclosure of product-related information.