The increased use of tailored marketing has contributed to companies being able to reach customers to a greater extent in a more individualized way. To be able to tailor their marketing, companies need to collect large amounts of personal information from their consumers, which has been criticized. The criticism regarding companies collecting consumer’s personal information has led to questions as to whether this is something that may violate an individual's integrity. The purpose of this thesis has been to study different generations' knowledge regarding the collection of data through cookies and whether this is something that affects consumer behavior. Hopefully this study will contribute with useful knowledge for professional marketers in order to optimize marketing strategies towards the different generations and thus ensuring they do not violate the integrity of the different generations. The study was conducted using semi-structured interviews, where five people from four different generations were interviewed. The results show differences between the generations both in terms of the perceived intrusion of their privacy as well as influenced buying behavior related to tailored marketing.

In a time when internet connection is a central part of our everyday lives and wherewe constantly communicate through digital aids, a possible threat has arisen. Surveillance by commercial companies tracks most of what we do on their websites and then stores that data so that, for example, in the future companies can market specific goods that the user has previously looked at. The data collected by a specific supplier is not always saved for that specific company’s use only. The data is also used as a commodity between different online suppliers, the trade itself turns over billions of Swedish kronor every year. The purpose of this study is to examine young adults aged 20-30 (also called digital natives) knowledge, opinions, and thoughts regarding surveillance on the internet for commercial purposes. The study wants to find out what knowledge they say they have, what opinions they have and whether they adapt to the phenomenon by, for example, using VPN services or the like. Previous research in the field has shown that young people do not possess a deep knowledge of the subject and that they rarely adapt to any great extent to the phenomenon. The theoretical framework addresses both the user's and the supplier's perspective. The framework introduces surveillance and integrity from a theoretical perspective, but also addresses the power the supplier has and the financial conditions for the supplier. The results of the study show that, like previous studies in the same field, digital natives do not possess a deep knowledge of the subject and that they rarely adapt. Opinions differ however, where some say they do not care, and some believe that the surveillance has gone too far. In the ensuing discussion, we turn back and forth on the participants' reasoning and try to create a comprehensive picture of why the participants think the way they do.