Ethicality of online dynamic pricing: an empirical investigation of consumer perception of ethical risks

This article examines consumer perception of ethicality regarding online dynamic pricing in relation to six perceived ethical risks (discrimination, opacity, disrespect, unequal treatment, data-use, and intrusiveness). An online study was conducted on 903 French web users. The results show that consumers perceive online dynamic pricing as unethical. This unethicality is positively determined by three ethical risks: discrimination, disrespect, and opacity. Unequal treatment, data-use, and intrusiveness risks do not influence consumer perceived unethicality of dynamic pricing. We further address theoretical and practical implications of our work and propose future research directions.