Moral Capital as a Source of Superior Trust Arrangement With the Target Customer Segment

This chapter explores the strategic role of moral capital as a driver of trust and value creation in modern organizations. As stakeholder expectations evolve amid ethical awareness and digital disruption, organizations must embed moral reasoning into core practices. Moral capital—defined as the trust, credibility, and goodwill earned through principled behavior—interacts with other intangible assets like human, social, and intellectual capital to shape performance. It fosters resilient trust, strengthens stakeholder ties, and supports sustainable advantage. Drawing on business ethics, strategy, and operations, the chapter examines theoretical and practical dimensions at multiple levels. Special focus is given to the digital age, where data ethics, algorithmic transparency, and digital responsibility amplify the relevance of moral behavior. Ultimately, moral capital is presented not just as a normative ideal but as a tangible strategic asset for ethical, accountable, and future-ready value creation.