Understanding defensive consumer actions – the interplay of privacy concerns, regulations, and internet usage

Consumers often resort to defensive actions, such as fabricating personal information, when they perceive a heightened risk to their online privacy. These actions compromise companies’ ability to customise offerings and personalise communications, presenting a significant challenge to digital engagement strategies. This study investigates how perceptions of government regulations influence the tendency to fabricate personal information, examining the mediating role of online privacy concerns and the moderating role of internet usage in this relationship.

Using data collected from an offline survey across various Indian states, we tested the hypotheses through mediation and moderated mediation analyses. The findings reveal that online privacy concerns mediate the relationship between perceptions of legal/regulatory policies and the tendency to fabricate personal information, with internet usage acting as a moderating variable. These insights underscore the critical role of regulatory perceptions, privacy concerns, and internet usage in shaping online consumer behaviour, offering valuable implications for policymakers and businesses striving to enhance trust and transparency in online environments.

Open access funding provided by Symbiosis International (Deemed University). Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, India The authors declare no competing interests. This study involved human participants through a pen-and-paper survey.

At the time when this study was conducted, an Institutional Ethics Committee (IEC) had not yet been established at our institute. Therefore, no formal ethical approval or exemption number could be obtained. However, the research was carried out in accordance with the relevant guidelines and regulations for studies involving human participants, including the principles of the Declaration of Helsinki.

The study involved only adult respondents, with participation being voluntary, anonymous, and based on informed consent. No sensitive personal data, medical information, or vulnerable populations were involved. Informed consent was obtained from all participants prior to their participation in the study.

The consent process was carried out during an offline, pen-and-paper survey administered in person. Before distributing the questionnaire, the researchers verbally explained the purpose, voluntary nature, and confidentiality safeguards of the study to each participant. Mode of Consent: Written (cover letter) supplemented by oral explanation.