Consumers' ethical perceptions of RFID in retail

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.