<![CDATA[Digital platforms increasingly employ data-driven personalization to shape consumer experiences and influence decision-making. Yet, the effectiveness of personalization depends on the collection, analysis, and profiling of personal data, creating an inherent tension between perceived consumer value and privacy concerns. This study examines consumer behaviour towards the privacy–personalization trade-off in digital markets, focusing on how consumers negotiate perceived benefits, privacy risks, trust, and autonomy in digital interactions. Using a qualitative interpretive approach, in-depth interviews were conducted with 25 active e-commerce users in Indonesia. The findings reveal three interrelated behavioural patterns: benefit-seeking behaviour, where personalization utility outweighs perceived privacy costs; conditional trust-dependent behaviour, where transparency, platform trustworthiness, and perceived control shape privacy acceptance; and risk-aware passive compliance, where consumers recognize privacy risks yet continue data disclosure due to convenience, limited alternatives, habitual use, and decision fatigue. These findings conceptualize the privacy–personalization trade-off not as a static preference or binary choice, but as a dynamic and context-dependent behavioural negotiation shaped by evolving perceptions of value, risk, trust, and control. The study extends understanding of digital consumer behaviour by revealing how these mechanisms jointly influence privacy-related decisions in an emerging digital market context. From a managerial and policy perspective, the findings underscore the importance of ethical personalization and user-centric privacy governance through greater transparency, meaningful consent, accessible privacy controls, and mechanisms that strengthen consumer agency without diminishing the benefits of personalized digital experiences.]]>
