The concept of privacy concerns is a debated topic both at a European level and in individual countries. In this article, we investigate the role of online privacy literacy (OPL) as a determinant of Internet users' concerns about their privacy. It focuses on Internet users' knowledge about privacy rights and protective strategies, outlining privacy concerns using procedural privacy knowledge and declarative privacy knowledge as measures of privacy literacy. This is examined in relation to users' concerns regarding access to their private information without permission, monitoring/surveillance of their online activities using cookies and other tools without their consent, and the confidentiality of their private data against unauthorized access/disclosing/sharing of the data. A quantitative, survey-based empirical approach was used from a European dataset of an online survey administrated to a sample of 26 526 European Internet users. Contrary to the premise that the adoption of privacy-protective measures results in a reduction of privacy concerns, our findings suggest that Internet users with higher privacy literacy reported increased concerns about their privacy. The survey findings also reveal that an increase in Internet users' knowledge regarding regulations and laws pertaining to personal data protection does not result in fewer concerns about their privacy. Policy implications about privacy literacy and future research recommendations are discussed.
Purpose Research on online user privacy shows that empirical evidence on how privacy literacy relates to users' information privacy empowerment is missing. To fill this gap, this paper investigated the respective influence of two primary dimensions of online privacy literacy – namely declarative and procedural knowledge – on online users' information privacy empowerment. Design/methodology/approach An empirical analysis is conducted using a dataset collected in Europe. This survey was conducted in 2019 among 27,524 representative respondents of the European population. Findings The main results show that users' procedural knowledge is positively linked to users' privacy empowerment. The relationship between users' declarative knowledge and users' privacy empowerment is partially supported. While greater awareness about firms and organizations practices in terms of data collections and further uses conditions was found to be significantly associated with increased users' privacy empowerment, unpredictably, results revealed that the awareness about the GDPR and user’s privacy empowerment are negatively associated. The empirical findings reveal also that greater online privacy literacy is associated with heightened users' information privacy empowerment. Originality/value While few advanced studies made systematic efforts to measure changes occurred on websites since the GDPR enforcement, it remains unclear, however, how individuals perceive, understand and apply the GDPR rights/guarantees and their likelihood to strengthen users' information privacy control. Therefore, this paper contributes empirically to understanding how online users' privacy literacy shaped by both users' declarative and procedural knowledge is likely to affect users' information privacy empowerment. The study empirically investigates the effectiveness of the GDPR in raising users' information privacy empowerment from user-based perspective. Results stress the importance of greater transparency of data tracking and processing decisions made by online businesses and services to strengthen users' control over information privacy. Study findings also put emphasis on the crucial need for more educational efforts to raise users' awareness about the GDPR rights/guarantees related to data protection. Empirical findings also show that users who are more likely to adopt self-protective approaches to reinforce personal data privacy are more likely to perceive greater control over personal data. A broad implication of this finding for practitioners and E-businesses stresses the need for empowering users with adequate privacy protection tools to ensure more confidential transactions.