theories of ethics
concepts
Deontological ethical systems maintain that an action can be morally right (a duty or an obligation) even if an alternative action in a given situation would have better overall consequences. Theories of this type thus deny what consequentialist ethical systems affirm, namely, that morally right actions are all and only those that have optimal consequences. [Source: Encyclopedia of Business Ethics and Society; Deontological Ethical Systems]
deontological ethical systems