As using online services penetrates deeper in our everyday life, lots of trust-sensitive transactions are carried out electronically. In this regard, a big challenge is to deal with proper user authentication and access control without threatening the users’ privacy. However, commonly used strong authentication schemes fail to address important privacy requirements. In this paper, we focus on an emerging type of digital certificates, known as Privacy-preserving Attribute-based Credentials (Privacy-ABCs), which allow privacy and security go hand-in-hand. So far, there has been no systematic study on the potential factors that have influence on the adoption of Privacy-ABCs by service providers. Thus, we developed a conceptual model of the relevant factors based on well-established theories and our practical experience with trialing Privacy-ABCs, and evaluated the model through expert surveys.