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Exploring Consumer Perceptions of Ethical Personal Data Collection in Fashion E-Retail: A Mixed Methods Study

Authors
  • Taylor Forillo (University of Missouri - Columbia)
  • Caroline Kopot orcid logo (University of Missouri - Columbia)
  • A. Rose Downs orcid logo (University of Missouri)
  • Sophia Martin (University of Missouri - Columbia)
  • Ching Ng

Abstract

E-commerce is the buying and selling of products or services exclusively through electronic channels (Statista, 2023). However, $41 billion was lost to e-commerce fraud in 2022 (Baluch, 2023). While data collection is necessary for conducting e-commerce, it can lead to unethical activity. 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.

Keywords: online retail, data privacy, fashion e-retail, consumer perceptions, purchase intention

How to Cite:

Forillo, T., Kopot, C., Downs, A., Martin, S. & Ng, C., (2025) “Exploring Consumer Perceptions of Ethical Personal Data Collection in Fashion E-Retail: A Mixed Methods Study”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21872

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Published on
2025-12-18

Peer Reviewed

License

Creative Commons Attribution 4.0