<![CDATA[Business ethics play a fundamental role in shaping how SMEs owners conduct their day-to-day business and make decisions. The rapid development of digital technology has provided SMEs with a greater access to consumer’s digital footprint that allows business to identify consumers preferences and behavioral patterns. This study using virtue ethics as an approach in terms of ethical decision-making. A qualitative research design was employed, using structured in-depth interviews with SMEs owners who utilize consumer digital footprint technologies. The study explores how SMEs owners address ethical issue related to the use of consumer data, particularly in aspect of confidentiality, responsible utilization, and decision-making. The findings indicate that business ethics are regarded as an essential foundation for sustaining business operations. While the use of consumer digital footprints has become increasingly integrated into contemporary business practices, the findings emphasize that the key concern is ensuring that such data are utilized responsibly and ethically.]]>
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