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Undergraduate Research

Exploratory Study in Consumers' Perception of Ethical Personal Data Collection in Fashion e-Retailers

Authors
  • Taylor Forillo (University of Missouri)
  • Caroline Kopot orcid logo (University of Missouri - Columbia)
  • Sophia Martin

Abstract

The purpose of this study is to gauge consumer perspectives on the ethical implications of online retailers collecting and using their data during online shopping. This study proposed the following research questions: 1) How do consumers' data privacy concerns influence their online shopping behavior? and 2) Do consumers find data collection by online retailers to be ethical? A qualitative method study was used, utilizing an interview approach with open-ended questions. With IRB approval, 5 interviews were conducted consisting of 4 females and 1 male. All participants were from the Midwest region of the United States. Overall, this study revealed that consumer knowledge, experience, and perceptions of threat significantly influence trust, privacy concerns, and purchase intention amongst consumers. This study offers insights for scholarly research on online data ethics and practical guidance for businesses to enhance data privacy policies and consumer trust. 

Keywords: data privacy, e-retailers, perceived risk, purchase intention, consumer knowledge

How to Cite:

Forillo, T., Kopot, C. & Martin, S., (2025) “Exploratory Study in Consumers' Perception of Ethical Personal Data Collection in Fashion e-Retailers”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18877

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Published on
2025-01-20

Peer Reviewed