The phenomenon of the global airlines operators worldwide has over pricing strategies especially on online booking considered to be ethical provides the context for further exploration of the issue and the means to improve online booking in an ethical perspective. This study’s literature analysis narrowed several research gaps: lacks of exploration of the effect of browsing history in the dynamic pricing to business ethics in particular if it is used in a negative aspect; lacks the understanding how this affects the theory of distributive justice and rule-consequentialist ethics and lacks general public and regulators perspective of the phenomenon. Refers to the analysis, present literature lacks evidence on understanding the relationship between dynamic pricing influences by browsing history to business ethics, thus provides an opportunity to explore the phenomenon. This study will contribute: for practitioners, to improve the general public’s future decision making; provides e-commerce industry better perspective regarding fairness and business ethics; and for regulators in the airline industry to make policy changes; and second for academia, to expand the theories of distributive justice and rule-consequentialist ethics incorporating browsing history and business ethics; provides a broad theoretical framework on dynamic pricing relationship and provides quantitative perspective especially on business ethics.

Keywords: Browsing history, Dynamic pricing and Business ethics.