MAPPING THE PRIVATE SPACE OF THE ROMANIAN CONSUMER:
MICRO AND MACROECONOMIC IMPLICATIONS

Călin Vegheş, Academy of Economic Studies in Bucharest, Romania,
Ioana Cecilia Popescu, Academy of Economic Studies in Bucharest, Romania,
Mihai Orzan, Academy of Economic Studies in Bucharest, Romania,
Carmen Acatrinei, Academy of Economic Studies in Bucharest, Romania,

ABSTRACT: According to the Law No. 677/2001 on the Protection of Individuals with Regard to
the Processing of Personal Data and the Free Movement of Such Data, any information referring
to an identified or identifiable person, particularly with reference to an identification number or
to one or more specific factors of his physical, physiological, economic, cultural or social identity
is defined as personal data.
An analysis of the consumers' perceptions regarding the processing and protection of their
personal data reveals that almost anything may be associated to an individual and becomes
personal, but not anything personal deserves a protection as described by the law. The paper
presents the results obtained through a survey conducted on a sample of 394 Romanian consumers
and discusses the micro and macroeconomic implications of mapping the consumer private space.

Keywords: consumer private space, privacy, personal data, direct marketing

JEL codes: M31, D12