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Privacy Behaviour: A Model for Online Informed Consent

Gary Burkhardt Orcid Logo, Frederic Boy Orcid Logo, Daniele Doneddu Orcid Logo, Nick Hajli Orcid Logo

Journal of Business Ethics

Swansea University Authors: Gary Burkhardt Orcid Logo, Frederic Boy Orcid Logo, Daniele Doneddu Orcid Logo, Nick Hajli Orcid Logo

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Abstract

An online world exists in which businesses have become burdened with managerial and legal duties regarding the seeking of informed consent and the protection of privacy and personal data, while growing public cynicism regarding personal data collection threatens the healthy development of marketing...

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Published in: Journal of Business Ethics
ISSN: 0167-4544 1573-0697
Published: Springer Science and Business Media LLC 2022
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa60350
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Abstract: An online world exists in which businesses have become burdened with managerial and legal duties regarding the seeking of informed consent and the protection of privacy and personal data, while growing public cynicism regarding personal data collection threatens the healthy development of marketing and e-commerce. This research seeks to address such cynicism by assisting organisations to devise ethical consent management processes that consider an individual’s attitudes, their subjective norms and their perceived sense of control during the elicitation of consent. It does so by developing an original conceptual model for online informed consent, argued through logical reasoning, and supported by an illustrative example, which brings together the autonomous authorisation (AA) model of informed consent and the theory of planned behaviour (TPB). Accordingly, it constructs a model for online informed consent, rooted in the ethic of autonomy, which employs behavioural theory to facilitate a mode of consent elicitation that prioritises users’ interests and supports ethical information management and marketing practices. The model also introduces a novel concept, the informed attitude, which must be present for informed consent to be valid. It also reveals that, under certain tolerated conditions, it is possible for informed consent to be provided unwillingly and to remain valid: this has significant ethical, information management and marketing implications.
Keywords: Informed consent; Theory of planned behaviour; Privacy; Big data; Personal data; Information management; Marketing ethics
College: School of Management