Data collection from individuals has become an integral part of
society and an asset for global business. This business is realised through data
economy ecosystems, which currently are orchestrated from the viewpoint of
business. There exist initiatives that aim to change the current situation. One
critical component that is missing from data economy ecosystems and
development is the values of individuals. To achieve an ethically acceptable
data economy, we need to investigate the values of individuals whose data is
used. Likewise, those values should be contested, as all values that people may
have are not ethically acceptable or possible to implement on a societal level. In
this paper, we ethically analyse the individual values that were collected via
survey from four European countries. The analysis is based on the three main
branches of ethics: Consequentialism, Deontology and Virtue Ethics. It seems
that values that individuals have concerning fair data economy are ethically
justified and thus should be respected and implemented in policies concerning
data economy.