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This research presents an in-depth study of blockchain technology’s impact on data privacy and the consumer behaviour phenomenon known as the privacy paradox. Through a systematic literature review (SLR) and bibliometric analysis, the study delves into the effectiveness of blockchain in safeguarding personal data in an increasingly digital world. Key databases such as Scopus and Web of Science provide rich academic contributions, particularly from regions with stringent data privacy laws. The findings highlight blockchain’s effectiveness in limiting unauthorised data access, boosting user control and tackling the privacy paradox, where personal information is shared despite privacy worries. Yet, it points out challenges in aligning blockchain with legal frameworks, such as General Data Protection Regulation, particularly concerning data erasure rights. The study emphasises three themes: blockchain’s progression toward robust data protection, psychological aspects of the privacy paradox in consumer decisions and attitudes toward blockchain solutions. It notes gaps in standardisation, public awareness and blockchain’s practical applications, alongside ethical and policy issues. Conclusively, the research stresses the need for aligning technological advancements with legal and ethical frameworks, highlighting user experience in digital technology adoption. It positions blockchain as a pivotal factor in reshaping digital privacy, advocating for continued innovation and exploration in blockchain applications to ensure a secure, user-empowering future globally.
Afridi et al. (Tue,) studied this question.