Consumers' ethical perceptions of RFID in retail

Paul R. Pfleuger, Jeng Chung Victor Chen, William H. Ross

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


Many consumers regularly experience RFID technology. Yet some consumer groups are concerned with the potential for privacy loss as a result of RFID tags on purchased items. The present study investigates linkages between normative ethical perceptions of RFID technology and a cognitive framework incorporating: (a) beliefs regarding organisations' information assurance policies, (b) social exchange theory (reciprocity), and (c) concepts from the theory of planned-behaviour (perceived behavioural control, attitudes toward RFID, and subjective norms). This framework was tested using structural equation modelling on a sample of consumers (N = 222) in Taiwan. Empirically, reciprocity and perceptions of information policy had positive effects on consumers' ethical perceptions of RFID as did attitudes toward RFID. Implications for researchers, managers, and consumers are discussed.

Original languageEnglish
Pages (from-to)124-140
Number of pages17
JournalInternational Journal of Radio Frequency Identification Technology and Applications
Issue number1-2
Publication statusPublished - 2011 Apr

All Science Journal Classification (ASJC) codes

  • Electrical and Electronic Engineering


Dive into the research topics of 'Consumers' ethical perceptions of RFID in retail'. Together they form a unique fingerprint.

Cite this