Digital consumers generate vast behavioral traces across platforms, enabling advertisers to deliver highly personalized messages.  With personalization leaning more on data, the issue of transparency, trust, and perceived creeping is growing. The present paper investigates how informatics transparency, along with the relevance of personalization, affects consumer trust, perceived intrusiveness, and purchase intention. Based on Privacy Calculus Theory and the Stimulus-Organism-Response model, a conceptual model was created and examined through the answers of 428 digital consumers. The structural equation modeling (SEM) was adopted to evaluate the direct and mediated relations between significant constructs. The results support the idea that informativeness and transparency can highly increase consumer trust and, at the same time, reduce the perceived intrusiveness. Trust turned out to be the most relevant factor in predicting buying intention, which provides support to the significance of ethical perceptions in forming digital consumer behavior. Though the perceived intrusiveness influenced buying intention negatively, it did not affect the trust as much as the trusted. The existence of dual mediation routes shows that personalization strategies should be cognitively appealing and emotionally safe to work effectively. The research provides a theoretical contribution in conceptualizing informatics transparency as an independent construct and incorporates the positive and defensive user reactions into one comprehensive model. Managerially, the results point to the strategic importance of clear data practices, convenient consent systems, and credible interface design. Non-nefarious personalization conducted ethically and transparently, as opposed to data-driven targeting conducted in opaque ways, has a better chance of resulting in long-term consumer interest and brand loyalty.