morals — of, relating to, or concerned with the principles or rules of right conduct or the distinction between right and wrong; ethical: moral attitudes.
beliefs — something believed; an opinion or conviction: a belief that the earth is flat.
integrity — adherence to moral and ethical principles; soundness of moral character; honesty.
conscience — Conscience is doing what you believe is right even though it might be unpopular, difficult, or dangerous.
principles — an accepted or professed rule of action or conduct: a person of good moral principles.
belief — Belief is a feeling of certainty that something exists, is true, or is good.
conduct — When you conduct an activity or task, you organize it and carry it out.
convention — A convention is a way of behaving that is considered to be correct or polite by most people in a society.