How to ensure a responsible and sustainable production–consumption process?

This research attempts to find out the effective ethic practices factors and their effects on customer commitment and loyalty. The conceptual framework allows us to develop hypotheses and theoretical model. Thus, the established model comprises the ethical sales behavior (ESB), relationship commitment (RC) and willingness to pay for socially responsible business to explain the consumer’s loyalty within the consumer ethical sensitivity moderation role. Furthermore, this research inspects the mediation role of the personal well-being. Surveys were administered through convenience and self-administered method. Then, we design the empirical study in exploratory and confirmatory analyses. Therefore, empirical analysis uses two surveys from Saudi consumers. Even though the first sample computed 200 invidious was tested in the exploratory phase, the second totaled 380 interviewees was utilized in the confirmatory section by means of SPSS, AMOS software. The hypotheses and model validation were achieved through the fuzzy set approach. Findings illustrate the significance of making consideration to the ethical sales practices from a company orientation to maintain customer. Likewise, the intrinsic ethical sensitivity and extrinsic ethical sensitivity make more important the correlation between the ESB and RC as a significant determinant in the loyalty process.