author(s)
Nidhi Sharma and Neeraj Goyal

abstract
Society criticizes internet buying because consumers face ethical difficulties. As such, many marketing choices made by internet merchants should take ethics into account. While a lot of studies have concentrated on traditional retail ethics, there are just a few that address internet shopping's unique set of challenges. The purpose of this research is to identify the factors that influence consumers' trust, contentment, and loyalty to online merchants as it relates to their judgments of the ethics of these businesses. A structured questionnaire based on the literature was used to gather data from a sample of online merchants' customers. Consumers' trust, happiness, and loyalty are significantly correlated with online merchants' ethical practices, according to the results and most respondents shop online frequently, highlighting the prevalence of online shopping. Significant positive correlations suggest that online retailing ethics and customer trust modestly enhance shopping frequency and retention.