Abstract
Radio Frequency Identification (RFID) tagging at the product item level will be an issue concerning shoppers because of its unique abilities to curtail privacy. Retailers will be concerned about how to implement RFID at the product item level. This study uses 'procedural fairness/justice', 'consumer or expected utility theory', and Thaler's 'acquisition-transaction utility theory' to resolve this tagging dilemma. Observance of Canada's Personal Information Protection and Electronic Documents Act is considered the operationalisation of procedural fairness/justice. Canadian university students and teachers participated as surrogate shoppers in the conduct of the survey method. Logistic regression identified the variables best predicting the purchase decision.
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