Attitudes towards Information Privacy amongst Black South African Generation Y Students: A Study of Loyalty Cards

Aim: In this era of globalisation characterised with rapid spread and usage of Information Communication Technology (ICT) and the capacity to store personal information, the issue of information privacy is becoming an increasing concern. In this study, the attitude of Black South African Generation Y students towards information privacy in relation to loyalty card usage was examined. Method: A total of 400 questionnaires were administered to participating students from two higher education institutions including the North West University Vaal Triangle Campus, and the Vaal University of Technology. The awareness and knowledge of Generation Y students on data collection practices with loyalty cards, and the relationship between information privacy concerns and purchase behaviour with regard to loyalty card usage was also examined. Results and conclusion: Using Pearson’s correlation analysis, reliability test and preliminary data analysis, it was revealed that Black Generation Y students were concerned with their information privacy in relation to loyalty cards, and this significantly affected their attitude towards loyalty card usage. The ability to control their data usage, i.e. knowledge of what their data is being used for by business organisations also positively influenced their perception towards loyalty cards as Generation Y students were irritated by unsolicited marketing offers from business organisations.