Balancing privacy, trust and innovation in autonomous vehicles

: a study in the Portuguese context

Abstract

This thesis explores the interplay between General Data Protection Regulation (GDPR) compliance, privacy concerns, and trust in the context of autonomous vehicles (AVs) in Portugal. It examines how GDPR awareness, transparency, and privacy-by-design principles influence consumer perceptions and their willingness to trade privacy for enhanced safety and functionality. Employing a quantitative research approach, the study surveyed Portuguese residents to assess GDPR awareness, privacy concerns, and trust in data handling by AV companies. The findings reveal that while GDPR awareness fosters trust, it paradoxically heightens privacy concerns, underscoring the ambivalence of transparency. High support for privacy-by-design principles demonstrates a consumer preference for integrating proactive privacy safeguards directly into AV systems. Furthermore, regional, and demographic analyses highlight disparities in trust and GDPR awareness, pointing to the need for tailored educational campaigns and transparency mechanisms. By addressing these dynamics, the research suggests actionable insights for AV manufacturers, policymakers, and regulators seeking to balance innovation, compliance, and consumer trust. It emphasizes the potential of strategic privacy integration to enhance consumer confidence, balancing ethical adoption of AV technologies with needs of market expansion.

Date of Award	6 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rosa Fioravante (Supervisor)