Pfleuger, P.R., Chen, J. V., & Ross, W. H. (2011).

Consumers' ethical perceptions of RFID in Retail.

International Journal of Radio Frequency Information Technology

Applications, Vol. 3 (1), 124 - 140.


[Special issue on the use of RFID in management and marketing].

An earlier version of this paper was accepted for presentation at the

Decision Science Institute Annual Meeting, San Diego, CA, November, 2010.





With the use of RFID expanding from the supply-chain to the retail arena, many consumers are regularly exposed to RFID technology. Yet some consumer groups are concerned with the potential for privacy loss as a result of the presence of RFID-tagged items. The present study investigates linkages between cognitive constructs and ethical perceptions of RFID technology. A framework examining consumersí normative ethical perceptions of RFID is established integrating (1) beliefs regarding organizationsí information assurance policies, (2) social exchange theory (reciprocity), and (3) concepts from the theory of planned-behavior (perceived behavioral control, attitudes toward RFID, and subjective norms). This framework was tested using Structural Equation Modeling on a sample of consumers (N = 222) in Taiwan.  Empirically, reciprocity and perceptions of information policy had positive effects on consumersí ethical perceptions of RFID as did attitudes toward RFID. Implications for researchers, managers, and consumers are discussed.


KEYWORDS:      Radio Frequency Identification (RFID) technology, ethics, consumer behavior.












Abstract copyright (c) the journal publisher (Inderscience).