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EMAC 2021 Annual Conference

Bridging Sustainable Shopping, Personalization and Data Privacy

Published: May 25, 2021


Maja Fors, Stockholm School of Economics; Angelica Blom, Stockholm School of Economics; Fredrik Lange, Stockholm School of Economics


This paper investigates how customers’ sustainable values impact intention to provide personal information in return for personalized sustainable offers and the connection to received value for personalization and privacy concerns. Hypotheses are developed and tested through a scenario-based survey. The results show that customers’ sustainable values impact customers’ willingness to provide information in return for personalized sustainable offers. The effect is mediated by the expected value for personalization received from providing information. The results provide implications for retailers as they can design sustainable customer loyalty programs that maximizes personalization value, which might mitigate potential privacy concerns. Moreover, the paper answer calls for research investigating customers’ responses to organizational use of customer data and opens up for further research inquiries bridging the sustainability, personalization and data privacy literature.