The past two decades, especially the last 2-3 years since 2020, have experienced a significant increase in research interest in the topic of Brand purpose. It shows its pertinence in academic research, whether it should be according to the industry or theoretical angle. Existing studies focus on how brand purpose has been created, different aspects of brand purpose, and different dimensions of Brand purpose, which means majorly on firm-specific elements but not much on the consumer perspective. Still, in its vicinity is an insufficiency of studies on how customers ethically evaluate the Brand purpose of any brand & behave the same. This study seeks to identify how consumers visualize & consider the brand ethically based on their brand purpose from the ethics perspective and further create a framework explaining how customers assess it.