AllBusinessGlobal PoliciesMoralityRelationships Are Market Behaviors Moral? by Kathryn Britton November 17, 2011 by Kathryn Britton November 17, 2011 Do you think of marketplace behavior as neutral, negative, or moral? Paul Zak and other researchers argue that market behavior on the whole is moral behavior that both benefits from and contributes to social connectedness. Surprised? Read on.