Ethical fading is where people make unethical decisions thinking they're within their ethical framework. They will rationalise why they made their decisions. "I have to put food on the table", "everyone is doing it", "it's the industry standard."
For example, a pharmaceutical company that has a patent on an essential drug keeps on raising the price exponentially to meet financial targets. While it is not illegal, it is unethical. It doesn't feel right.
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