The aim of this research was to help better promote e-commerce through addressing consumer concerns about privacy and security from three perspectives: 
1.  Innovative social marketing campaigns: 
• End-user education and awareness campaigns that empower end-users with understanding, motivation, skills and active engagement in privacy and security enhancing technologies. 
• Identification of the social, cultural, ethical, legal and resource features that would constitute an ‘enabling environment’.
2.  Guidance of e-commerce system design:
• Development of best practice guidelines for e-commerce applications that incorporate legal, ethical and end-user ‘rules of trust’.
• Development and validation of recommendations for end-user interface designs that engender trust in security and privacy between customer and e-tailer.
3.  Next generation of privacy enhancing technologies:
• Specification of requirements for next generation of privacy enhancing technologies.
• Development of proof of concept software for privacy enhancing technology.