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• Research objectives and questionsCompanies involved in fair trade have a sustainable business model they need to promote to their consumers. To this end, a “fair trade” label can be used, but it has limitations that could be countered by complementary transparency actions. This research looks at the impact of cost transparency on consumers’ intention to buy via the dimensions of perceived value for Fairtrade labelled products. This research also evaluates the value of cumulating transparency by testing the moderating role of supply chain transparency on the direct and indirect links between cost transparency and purchase intention.• MethodologyAn online experiment was conducted with French consumers. The data was analysed using the Hayes PROCESS macro.• ResultsCost transparency has an indirect positive effect on purchase intention via the price and emotional dimensions of perceived value (only when supply chain transparency is also present for this second dimension). Supply chain transparency has a direct positive effect on purchase intention.• Implications for marketing decisionResults show the value of transparency in improving the intention to purchase Fairtrade labelled products.• OriginalityThis research is the first to test the cumulative impact of cost and supply chain transparency (rarely used in marketing) on purchase intention, while considering the mediating effect of perceived value.