Contextual integrity in the UK

Individuals tend to overstate privacy concerns concerning their online behaviors; however, users share more personal data than they realize when accepting terms and conditions. This research explores how contextual integrity -understood as privacy attitudes- often defined as social norms over privacy in a particular context (Nissenbaum 2004)- can be further explored through vignettes in social research. It also focuses on how contextual integrity interacts with trust and the effect of knowledge on data protection, both of which are treated as controls to explain contextual integrity further. Research findings demonstrate when individuals are asked about hypothetical situations around services and products they consume, they tend to accept these contextual integrity vignettes. We focus on millennials because, according to studies, they are the age group that indulges in risky behaviors online that compromise their personal data.