Although all moral choice can be seen as personal choice, it can also been seen as economic choice, ethical choice described exactly by some explicit ethical code or regulated by w:ethical relationships with others. This branch of psychology is concerned with how these issues are perceived by ordinary people, and so is the foundation of w:descriptive ethics. This in turn is what moral purchasing must be based upon.
See w:moral reasoning (if moral retards haven't censored it)
See also: w:simple view of ethics and morals