•We analyzed IS engineers’ acceptance of Privacy by Design (PbD) and examined motivating factors.•We proposed and tested a UTAUT-based integrated model.•The proposed model preforms better in explaining IS engineers’ acceptance of PbD.•IS engineers’ attitude plays a critical role in promoting PbD implementation.•IS engineers’ effort and performance expectancies positively influences their attitude. Given the serious issues caused by privacy leakage, Privacy by Design (PbD) is gaining the attention of professionals as a new privacy protection paradigm with enormous potential. This study proposes a UTAUT-based integrated model from the perspective of information system (IS) engineers, and explores the determinants of PbD implementation. The implementation of PbD and privacy protection measures relay heavily on IS engineers. However, there is a paucity of research exploring IS engineers’ acceptance of PbD, particularly research that considers engineers’ individualized factors and personal attitudes. Empirical data collected from 261 IS engineers in China demonstrate the rationality of proposed model and the importance of integrating conceptual constructs. The findings suggest that IS engineers’ attitude towards PbD implementation significantly impacts both their behavioral intention and their implementing behavior. IS engineers’ awareness of PbD is a predictor of their effort and performance expectancies, and intention to implement; IS engineers’ effort and performance expectancies concerning PbD usage have significantly impact on their attitude towards PbD. This study reveals the factors that motivate IS engineers to implement PbD into their workflow and proposes for the first time that IS engineers’ attitude towards PbD usage is the key factor for PbD implementation.