Consumer Privacy in the Digital Age: A Comprehensive Literature Review and Evolving Trends
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Consumer Privacy in the Digital Age: A Comprehensive Literature Review and Evolving Trends
Authors:
Md. Aryan Khan, Dr. Gazala Yasmin Ashraf
Student, Amity Business School, Amity University, Raipur, Chhattisgarh, India
Assistant Professor, Amity Business School, Amity University, Raipur, Chhattisgarh, India
Abstract: As digital technologies advance, consumer privacy has emerged as a pivotal concern influencing trust, behavioural intent, and engagement in digital ecosystems. This study presents an updated literature review of consumer privacy research, analysing scholarly work from 1985 to 2024. Emphasis is placed on emerging regulatory landscapes (e.g., GDPR, CCPA), the persistence of the privacy paradox, psychological and cultural influences, and the evolving role of privacy-enhancing technologies (PETs). The study highlights the interdisciplinary nature of privacy research and offers actionable insights for businesses, researchers, and policymakers in mitigating privacy risks in a digitally pervasive world.
Keywords: Consumer Privacy, Digital Trust, GDPR, Privacy Paradox, Data Protection, Online Behavior, PETs, CCPA
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