Reference Hub1
Consumers' Perceptions of Item-Level RFID Use in FMCG: A Balanced Perspective of Benefits and Risks

Consumers' Perceptions of Item-Level RFID Use in FMCG: A Balanced Perspective of Benefits and Risks

Wesley Kukard, Lincoln Wood
ISBN13: 9781522588979|ISBN10: 1522588973|EISBN13: 9781522588986
DOI: 10.4018/978-1-5225-8897-9.ch069
Cite Chapter Cite Chapter

MLA

Kukard, Wesley, and Lincoln Wood. "Consumers' Perceptions of Item-Level RFID Use in FMCG: A Balanced Perspective of Benefits and Risks." Cyber Law, Privacy, and Security: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 1384-1407. https://doi.org/10.4018/978-1-5225-8897-9.ch069

APA

Kukard, W. & Wood, L. (2019). Consumers' Perceptions of Item-Level RFID Use in FMCG: A Balanced Perspective of Benefits and Risks. In I. Management Association (Ed.), Cyber Law, Privacy, and Security: Concepts, Methodologies, Tools, and Applications (pp. 1384-1407). IGI Global. https://doi.org/10.4018/978-1-5225-8897-9.ch069

Chicago

Kukard, Wesley, and Lincoln Wood. "Consumers' Perceptions of Item-Level RFID Use in FMCG: A Balanced Perspective of Benefits and Risks." In Cyber Law, Privacy, and Security: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1384-1407. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-8897-9.ch069

Export Reference

Mendeley
Favorite

Abstract

This research explores how perceived consumer benefits affect the perceived privacy risks from implementation of Radio Frequency Identification (RFID) tags at an item-level in the Fast Moving Consumer Goods (FMCG) industry. Two new categories measure the benefits and risks: in-store and after-sales. These specific categories allow the respondents' willingness to accept RFID to be evaluated using a quantitative survey focused on the primary household grocery purchasers within the USA. The results suggest differences in perceptions of the in-store and after-sales risks and benefits of RFID use. While consumers are aware of privacy risks while using RFID technology, they would be willing to use the technology if sufficient benefits are available. This research moves the discussion away from a focus on consumer privacy issues to a balanced privacy/benefits approach for consumers and how that might affect their technology acceptance, suggesting that careful management of consumer benefits might allow FMCG firms to introduce RFID technology to support their global supply chains.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.