This study aims to examine the impact of customer ethical perception on brand value co-creation in online transportation services through the role of serial mediation of customer-brand identification, overall satisfaction and transportation application commitment. This research was conducted on 300 generations Y and Z online transportation services users in the Province of Bali, Indonesia. Partial least square-structural equation modeling (PLS-SEM) was used for analysis purposes. It was found that customer ethical perception does not directly affect brand value co-creation. On the other hand, satisfaction mediates the influence of customer ethical perception on brand value co-creation. We then found that customer-brand identification and transportation application commitment mediate the influence of customer ethical perception on brand value co-creation serially. This study is the first to examine the role of serial mediation by using three variables namely customer-brand identification, satisfaction and transportation application commitment on the effect of customer ethical perception on brand value co-creation.