The singular thing which is important for modern firms to build and maintain by conducting ethical and transparent transactions is:
<h3>What is Consumer Trust?</h3>
This refers to the belief which a customer has in a particular business, usually because of its ethical and transparent practises.
With this in mind, we can see that if modern firms fail to build this consumer trust, then they stand the risk of losing their customer base to their competition.
Read more about consumer trust here:
brainly.com/question/1872126
Risk aversion is the behavior in someone when they are exposed to uncertainty and are unsure of something due to being uncertain about it.
In this case, reluctant for taking changes when making investment best describes risk aversion from an economics stand point. If someone isn't sure the return on investment they would get from investing or the risks associated with investing in something, they are more hesitant to do that.
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D hope that helps you out