The article explores the impact of ethical approaches on consumer purchasing decisions and discusses the importance of maintaining ethical standards in business. It highlights the role of perceived usefulness, perceived ease, social influences, and facilitating conditions in shaping consumer behavior. The article also emphasizes the significance of corporate social responsibility and sustainability marketing commitment in creating a positive impact on consumer buying decisions. Additionally, it discusses the influence of online shopping determinants and the role of observer imagery in reducing consumer transgressions. The study concludes that maintaining ethical approaches and following moral responsibility theory are crucial for organizations to influence consumer purchasing decisions and achieve sustainability.