Radio Frequency Identification (RFID) technology has great potential to lower costs and improve customer service in the retail environment. Anecdotal evidence indicates that consumers may resist the adoption of this technology due to its privacy implications. This study attempts to determine what variables influence consumers’ attitudes toward RFID tracking of their purchase behavior. Results indicate that retailers’ efforts should focus on reducing consumer fears about how RFID data might be used rather than on incentivizing participation in RFID programs.