November 1, 2020

The Me2B Alliance, a nonprofit organization, conducted a qualitative study of consumers’ reactions to prototype Me2B assurances of the ethical behavior of online businesses, services and products. Based on previous ethnographic research, the study explored participants’ understandings of the key themes of trust, fairness and control of information and interactions that undergird these assurances. The objective was to calibrate proposed Me2B certification criteria to be used for the Me2B seal.

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