The practice of being open, honest, and clear about business decisions and actions., Transparency, The quality of being honest and having strong moral values in all situations., Integrity, The act of following laws, regulations, and ethical guidelines in business operations., compliance, A strong ethical duty to do what is right, even if it is not legally required., Moral Obligation, The confidence customers have in a company’s honesty and ethical behavior., consumers trust, A situation where the right choice, dilemma, Accepting responsibility for business decisions, Accountability, the ability to pay for something without financial difficulty, Affordability

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