What is Disposition to Value Privacy

Technology has changed the forms and means of advertising. With the rise of personalized online advertising, it becomes appropriate to explore the perceptions and concerns of Generation Z in the context of greater ease and proximity to consumption. With strong technological capabilities, those young consumers represent a strong buyer segment in the digital market. This chapter presents the results of a survey based on a questionnaire addressed to Generation Z. Based on a sample of 408 Portuguese university students, the results of the study highlight the high perceptions of attitude, utility, and value, as well as the privacy concerns that these associate with personalized online advertising. Given the lack of identified studies for the Portuguese case, this study contributes to a greater knowledge of Generation Z consumers. It is also expected to help companies improve their online advertising strategies targeted at customers with the technological skills characteristic of this generation.