The Journal of Management Theory and Practice (JMTP) ISSN: 2716-7089, Volume-2, Issue-2, http://dx.doi.org/10.37231/jmtp.2021.2.2.112 https://journal.unisza.edu.my/jmtp 74 The Journal of Management Theory and Practice The Influence of Marketing Ethics and Consumer Ethics on Consumer Behaviour and Decisions Before and During COVID-19 Pandemic: A Literacy Study 1 Sahri Prayitno, 2 Setyo Riyanto 3 Luthfita Ayu Diarta 1,2,3 Faculty of Economic and Business, Universitas Mercu Buana, Jakarta, Indonesia e-mail : 1 55120010021@student.mercubuana.ac.id, 2 setyo.riyanto@.mercubuana.ac.id, 3 55120010014@student.mercubuana.ac.id, *Corresponding Author Email: 55120010021@student.mercubuana.ac.id ABSTRACT One of the focuses of marketing in a company is how to achieve customer loyalty. That is reflected in how companies maintain brands, consumers, and product-consumer relationships. In some cases, companies focus solely on profit, resulting in the company losing its reputation. There is an opinion that consumers demand ethics and responsibility from companies to stakeholders, in this case, consumers. Consumers in this position can provide feedback regarding the company's marketing ethics. During the COVID-19 Pandemic, consumers are also more vigilant and careful in choosing products. So, with the COVID-19 Pandemic conditions like this, it is necessary to study whether consumer ethics in determining product choices and behavior towards products will be affected and whether a company's marketing ethics also influence product determination and consumer behavior towards products. This article aims to examine whether marketing ethics and consumer ethics influence consumer behavior and decisions to buy a product or interact further with the product, especially in the current era of the COVID 19 Pandemic. And the method used for this article is a systematic literature review. From this research, it is concluded that marketing and consumer ethics have a role in influencing consumers to choose to buy products and the responses given after making a purchase or through transaction experience with a company. And consumer behavior and decisions are very dependent on how ethical the company is in marketing its products both before and during the COVID-19 Pandemic Keywords: Marketing Ethics, Consumer Ethics, Consumer Behaviour, Consumer Decision, COVID-19 Pandemic OPEN ACCESS INTRODUCTION The company's marketing programs generally focus on how to achieve customer loyalty. That can be reflected in a favorable attitude towards the company regarding brand, consumer, and product evaluation. Its main goal is to increase its competitive advantage in the market. In today's rapidly changing marketing environment, building strong relationships and brand loyalty with consumers is becoming increasingly important for companies. Therefore, it is necessary to apply good marketing ethics in maintaining these relationships. Discussions about marketing ethics are currently very relevant because consumers always complain (Del Rio et al., 2001; Sadeghi & Rad, 2012). In most cases, companies are too enthusiastic about increasing profits in various ways, including cutting operating costs and causing them to lose their reputation. In business, the pursuit of profit is a natural thing, as long as it does not harm many parties. The interests and rights of others need to be considered. Ethical behavior in business activities is important for the continuity of the business itself (Hasoloan, 2018). Faced with this problem, various marketing tactics are used by companies in an attempt to attract consumers to their brands and products. However, consumers generally consider things such as product features when deciding to make a product purchase. Consumers also demand that companies behave responsibly and ethically towards their stakeholders, including consumers (J. Y. Lee & Jin, 2019). Consumers can also be observed when they experience poor service or find a defective item during a purchase. They show negative emotions, displeasure, and anger. Marketing ethics aims to introduce company ethics in buying and selling products (Kumar & Mokhtar, 2016). However, many businesses have recognized the need to consider the ecological implications and human well-being when adopting sustainable development principles. That is because the increase in ethical consumer behavior has increased drastically, where ethical consumer behavior includes consideration of ecological issues and human welfare. It is not surprising that research related to ethical business practices is also increasing (Sudbury-Riley & Kohlbacher, 2016). Suppose you look at the current conditions, where the COVID- 19 Pandemic affects all humanity in the world. The COVID-19 Pandemic has certainly affected consumer purchasing decisions. Mehta et al. (2020) argue that human behavior can be pushed in different directions by several aspects of behavior in critical situations. The COVID-19 Pandemic is not a normal crisis, and to control the spread of the disease, and various measures are being taken, including lockdowns and restrictions on physical contact. That results in economic instability that changes the dynamics of the market. With an