Although it is not seen suitable because of the applications in today’s business world, the needs together use of marketing and virtuousness concepts have been feel more than ever before. The problems about marketing ethics, which source from wrong and false marketing applications, have increased notably. We must keep in mind that consumers perform as much as marketing professionals in consisting of this consequence. Marketing professionals may cause to unethical marketing applications by wrong viewpoints, false methods, and application problems. On the other hand, consumers may not sense during their consumption activities in a way that force marketers to be more virtuous and may behave unethically. This study tries to clear the misunderstanding that marketing and virtuous can not be mentioned together. The responsibilities of both marketing professionals and consumers are emphasized for this reason. The consequences which arise from not fulfilling the responsibilities by the parties are mentioned.