Online Dynamic Pricing and Consumer Perceived Ethicality: Synthesis and Research Directions

In the era of Big data, pricing strategies of retail websites are evolving towards online dynamic pricing, which consists in frequent price changes for goods and services in order to maximize sales and profits. This strategy can raise ethical issues as it leads to consumers being charged different prices for the same product. The aim of our article is to examine, from consumer’s point of view, the ethical challenges of online dynamic pricing. We propose a conceptual framework and a future research agenda around consumer perceived ethicality in relation to this pricing strategy.