Original Research

An inter-disciplinary perspective on the information privacy issue in a global environment

A. C. Jordaan, Y. Jordaan
South African Journal of Economic and Management Sciences | Vol 6, No 2 | a3320 | DOI: https://doi.org/10.4102/sajems.v6i2.3320 | © 2019 A. C. Jordaan, Y. Jordaan | This work is licensed under CC Attribution 4.0
Submitted: 31 July 2019 | Published: 30 June 2003

About the author(s)

A. C. Jordaan, Department of Economics, University of Pretoria, South Africa
Y. Jordaan, Department of Marketing and Communication Management, University of Pretoria, South Africa

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The world economic system’s transformation from a dominantly mass-production model, to a mass-customisation model is seen as creating a demand for personal information on consumers. This has lead many consumers to feel the need to protect their information because businesses request personal information during commercial transactions. This conceptual paper addresses information privacy as a marketing-related issue with an inter-disciplinary nature and aims to illustrate how marketing and economics can work together in a more cohesive manner. The information privacy issue is presented as striking a fair balance between the privacy interests of consumers, the financial interests of businesses, and the sustainability of an economy in the global environment. The paper concludes that consumer information privacy will always remain an issue of protection for consumers, an ethical issue for marketers, and is fast becoming an issue of social responsibility for government.


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