THE FORGOTTEN ISSUE: CUSTOMERS’ MORAL DUTY
THE FORGOTTEN ISSUE: CUSTOMERS’ MORAL DUTY

Summary/Abstract: The paper attempts to restate what seems to be a forgotten issue for business ethics experts: consumers’ moral responsibilities and duties. The main point is that trade relationships on the market should be linked to what the author calls “mutual morality”. This new concept grasps together boths sides of an economic transaction, i. e. seller and customer. In order to better specify this concept, the author refers to four principles that shape customer’s moral duty: moral trade, moral acquisiton, non-coercion, and moral consumption.

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