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Consumers often experience injustice from the businesses which ignore fairness aspects in their marketing activities which can range from improper promotional campaigns to distribution bias and so on. As such, it has been of immense importance for the researchers to explicitly examine the role of virtuous marketing practices in shaping attitude of consumers. Accordingly, by means of a survey based investigation conducted with urban female consumers, this study probes the attitude of shoppers towards businesses’ ethicality in their marketing activities. Results indicate that righteousness in marketing communications and fairness in distribution channels exhibit a positive relationship with the attitude of consumers which further impacts their intentions to peruse marketers’ ethicalities while developing plans to buy cosmetics products. Furthermore, in an ethical marketing context, subjective norms and perceived behavioral control also influence consumer intentions significantly. It is also discovered that consumer lifestyle facets reflected by religiosity and women’s role and perception exert no moderating influence over the attitude-intention link. Consequently, managers are recommended to take adequate measures towards ensuring that their promotional and distributive actions are seen by the consumers as fair, reasonable and virtuous.