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This study aims to determine the relationship of business ethics to the transformation of consumer behavior in facing competition in Industrial Era 4.O. This study uses primary data obtained by distributing questionnaires. Respondents who were examined as samples were Customers of Pasebba Restaurant. The method used is accidental sampling as many as 75 respondents. Besides that secondary data is used to support research, which is obtained from library studies and journal literature, articles that support research. The analytical tool used in this study is the Multiple Regression test. The results of the study indicate that, the Correlation Coefficient (R) is obtained at 0.875 which means that the relationship between variable X to Y is very close. On the basis of the F-test analysis, the research hypothesis which reads there is a simultaneous significant effect of Justice (X1), Honesty (X2), and Trust (X3) on Transforming Consumer Behavior in facing competition in Industrial Era 4.O. (Y) acceptable or proven. Where the application of business ethics is proxied by (1) Justice has a negative and not significant effect on the Transformation of Consumer Behavior in the Attack of the Industrial Era 4.O. (2) Honesty has a positive and not significant effect on the Transformation of Consumer Behavior in Constructing Relationships in the Industrial Era 4.O. (3) Trust has a positive and significant effect on the Transformation of Consumer Behavior in Constructing Relationships in the Industrial Era 4.O. Together, the application of business ethics has a positive and significant effect on the Transformation of Consumer Behavior in Constructing Relationships in the Industrial Era 4.O. Trust is the most dominant variable of the business ethics variable that influences the Transformation of Consumer Behavior in Constructing Relationships in the Industrial Era 4.O. (Study at Pasebba Restaurant City Baubau)