In the era of Big Data, businesses leverage advanced data collection techniques to enhance their intelligence and decision-making capabilities. Despite these benefits, online data collection practices can generate significant tensions among consumers, particularly regarding their sense of autonomy. This study, focusing on the United Arab Emirates (UAE), explores the relationship between personal online data collection and consumer autonomy. We examine the impact of consumer acceptability of data collection, consumer attitudes, and consumer consent of data practices on consumer autonomy. This study aims to present these findings and discuss the broader implications for businesses and policymakers. This research is essential for developing strategies that protect consumer interests while allowing businesses to benefit from Big Data analytics.