Past research has generally utilized demographic information to understand why some consumers are more concerned about online privacy than others. To date no studies have tried to understand variations in consumers’ privacy concerns in light of the values consumers hold, even though these values better predict consumer outcomes in other contexts. In this study, we examined how the values of religiosity and materialism influence consumers’ reaction to privacy concerns. Through a survey of 270 participants we found that extrinsic but not intrinsic religiosity influences materialism and that materialism decreases privacy concerns, which increases consumers’ online purchases.