The emergence of e-commerce has brought about many benefits to a country s economy and individuals, but the openness of the Internet has given rise to misuse of personal data and Internet security issues. Therefore, various countries have developed and implemented cyber-security awareness measures to counter this. However, there is currently a definite lack in this regard in Nigeria, as there are currently, little government-led and sponsored Internet security awareness initiatives. In addition, a security illiterate person will not know of the need to search for these awareness programmes online, particularly in Nigeria s case, where personal information security may not be regarded as an overly important issue for citizens. Therefore, this research attempts to find a means to reduce the privacy and data protection issues. It highlights the privacy and data protection problem in developing countries, using Nigeria as a case study, and seeks to provide a solution focusing on improving Internet security culture rather than focusing on solely technological solutions. The research proves the existence of the privacy and data protection problem in Nigeria by analysing the current privacy practices, Internet users perceptions and awareness knowledge, and by identifying factors specific to Nigeria that influence their current privacy and data protection situation. The research develops a framework for developing countries that consists of recommendations for relevant stakeholders and awareness training. In the case of Nigeria, the stakeholders are the government and organisations responsible for personal information security, and an awareness training method has been created to take into account Nigeria s unique factors. This training method encompasses promoting Internet security awareness through contextual training and promoting awareness programmes. Industry experts and Nigerian Internet users validated the framework. The findings obtained from the validation procedure indicated that the framework is applicable to the current situation in Nigeria and would assist in solving the privacy and Internet problem in Nigeria. This research offers recommendations that will assist the Nigerian government, stakeholders such as banks and e commerce websites, as well as Nigerian Internet users, in resolving the stated problems.

Purpose: The purpose of this study is to contribute with a cross-country approach to the research about consumers’ online privacy concerns by investigating Greek and Swedish consumers’ privacy attitudes and behaviours in the digital marketplace. Theoretical framework: The study’s theoretical framework is based on the Power-Responsibility Equilibrium Theory (PRE) perspective and three of Hoftsede’s cultural dimensions; uncertainty avoidance, power distance, and individualism. Methodology: The study has a deductive approach with a quantitative research method. The data was collected by a questionnaire in each country which resulted in 232 answers in total. The answers were then analyzed in Microsoft Excel 16.41, SPSS 26.0, and SmartPLS 3.3.3. Findings: Findings indicate that the impact of power-holders on consumer privacy concerns, privacy empowerment and trust is more prominent for Swedish than for Greek consumers. Moreover, the impacts of privacy concerns, privacy empowerment and trust on consumers’ power-balancing strategies are more substantial for Greek than for Swedish consumers. Implications: The study contributes to the marketing field and academics studying consumers’ behaviour as it adds a cross-cultural approach to the investigation of consumers’attitudes on e-commerce from a PRE theory perspective. Additionally, they can have practical implications for marketers and policymakers in the e-commerce sector as they can gain some insight into how essential corporate privacy responsibility and regulations are to gain the trust of consumers and decrease their privacy concerns. Limitations: Since the study covers Greek and Swedish consumers, it is limited to countries with similar characteristics. Moreover, the majority of the respondents were under 35 years old and their opinions contradicted, not allowing most of the effects to be statistically significant enough to be considered. Originality/Value: Consumer privacy attitudes and behaviours on e-commerce have not been studied from both a power-responsibility equilibrium and a cultural dimensions perspective. This study adds a cross-country approach by studying Greek and Swedish consumers, while at the same time combining two theoretical perspectives.