Date of Graduation

12-2016

Document Type

Thesis

Degree Name

Bachelor of Science in International Business

Degree Level

Undergraduate

Department

Supply Chain Management

Advisor

Shook, Carole

Reader

Smith, Ronn

Abstract

This study seeks to understand the impact that a business’s level of transparency may have on consumers. Extant research and literature suggests a relationship between transparency and consumer confidence. However, though a relationship exists, there is reason to believe that many consumers do not use the transparency efforts they demand. This study hypothesizes that there is in fact a demand for transparency, but ultimately, consumers do not use the transparency efforts that they call for. A survey was created for the purpose of this study and its results were analyzed and then compared against the hypotheses laid out in the paper. Results indicate that a large portion of consumers are unfamiliar with the transparency efforts for major companies and suggests that while transparency efforts may be influential to consumers, the consumer does not actively seek out the information on their own.

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