"Being good is good business." - Dame Anita Roddick (1942 - 2007), Founder of The Body ShopEthics can be defined as the moral codes of conduct that drive business behaviour. Ethical business behaviour is what is deemed by society to be morally acceptable, i.e. what is “right”. By contrast, unethical business behaviour is what society regards as being immoral, unjust and unfair, i.e. what is “wrong”.