Understanding Consumer Behaviour toward Data Sharing in Smart Retail Environments: Implications for Sustainable Retail Transformation

Akshita Ghodadra

FMS, Marwadi University, Rajkot Morbi highway, 360007, Rajkot- Gujarat

Niharika Bajeja

Faculty of Management Studies Marwadi University, Rajkot Morbi highway, 360007, Rajkot-Gujarat

Manoj Kumar Mishra

Faculty of Management Studies Marwadi University, Rajkot Morbi highway, 360007, Rajkot-Gujarat

Miryakub Mirzakhmedov

Kimyo International University in Tashkent, Shota Rustaveli str. 156, Tashkent 100121, Uzbekistan

Zarina Siroj

University of Tashkent for Applied Sciences, Str. Gavhar 1, Tashkent 100149, Uzbekistan

Yasser Aboel-Magd

University of Business and Technology, Jeddah 21448, Saudi Arabia

Abdalmuttaleb M.A. Musleh Al-Sartawi

Department of Accounting and Economics, Ahlia University, Manama, Bahrain

Abstract

This study investigates how consumers behave when deciding whether to disclose personal data in smart retail environments. To achieve this, the research adopts the Technology Acceptance Model (TAM) integrated with trust and privacy calculus perspectives. Drawing on survey responses from 435 users of smart retail applications, the results reveal that perceived usefulness, perceived ease of use, trust, and perceived control jointly influence individuals’ intentions to share personal information. The empirical analysis shows that perceived usefulness, perceived ease of use, and trust significantly promote data disclosure intentions, whereas privacy concerns negatively affect such intentions. Moreover, perceived control serves a moderating function by reducing the negative effect of privacy concerns, while trust amplifies the positive influence of perceived control on data-sharing behaviour. These findings suggest that retailers should emphasise trust-building mechanisms and provide users with meaningful control over their personal data to foster higher engagement and participation, consistent with Sustainable Development Goal (SDG) 9. Additionally, the adoption of data-driven smart retail technologies contributes to wider sustainability aims, particularly SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production), by enhancing inventory efficiency, reducing waste, and supporting more sustainable consumer choices.

Smart Retail (SDG 9, SDG 12); Consumer Data Sharing; Privacy�Trust Trade-Off; Environmental Sustainability (SDG 12, SDG 13); Digital Transformation (SDG 9); Green Marketing (SDG 12)