In the era of Big Data, online retailers’ pricing strategies are evolving towards an online dynamic pricing system, which consists in frequent modifications of the prices of goods and services in order to maximize sales and profits. This strategy raises important ethical questions, because consumers end up paying different prices for the same product. The aim of our article is to examine, from the consumer’s point of view, the ethical issues raised by online dynamic pricing. We propose a conceptual framework and a future research agenda with regard to consumers’ perceived ethicality about this strategy.
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