Moral standards refer to the principles and beliefs that guide an individual's behavior. ETHOS, ETHICS, values, and ETHIC are all terms related to moral standards. ETHOS is a Greek term meaning 'CHARACTER' and is used to describe the guiding beliefs or ideals of a person or group. ETHICS is the branch of philosophy that deals with morality and the principles of right and wrong behavior. Values are the beliefs and attitudes that guide an individual's behavior. ETHIC is a set of moral principles or values that govern the conduct of an individual or group.