Business ethics is a set of norms related to responsibility in a business context, which form the basis of business in the long run. The main objectives of this paper are the theoretical elaboration of the concepts of ethics and entrepreneurship and the importance of ethics application in business decision making and management, as well as the determination of the extent to which entrepreneurs in the Republic of Croatia apply ethics in their everyday business. The results of the research showed the viewpoints of the respondents according to claims concerning the correlation between ethics and entrepreneurship, which can be concluded to be not destructive, but the image is not the best possible. On the other hand, one of the claims that were the basis for this paper reached a high degree of agreement between the examinees, and the same applies to the fact that ethical behaviour creates a solid basis for long-term business. Therefore, there is a confirmation of trust of a large number of respondents in this segment. However, one should not neglect that distrust has proved which, although in lower percentages, should be seen as a warning for the future.