Answer: The willingness one has to pay the price for ethics is summarized as "ETHICAL COURAGE". Therefore option "d" is the most correct option.
Explanation: Ethical courage is when an individual believes on it's moral value and act on those value in regardless of it's consequences in order to help other during difficulties. This individual is willing to pay the price involved in the outcome of his/her actions. Ethical courage can also be refered to as moral courage.
Ethical positioning is not correct because it measures the position of a brand. Personal ethics is not correct because it measures what an individual believes to be right or wrong, it doesn't measure the courage the individual has to act on those beliefs. Application of ethics in business is not correct because it the part of ethics called business ethics, which tells how the business should be done, and the moral value of that business.
Ethical courage is the most correct option because it measures the willingness to act upon ones believes.
