This paper explores the domains that contribute to Consumer Perceived Ethicality (CPE) in developing countries. Brunk (AMA Winter Educators’ Conference Proceedings. Brussels: American Marketing Association, pp. 32–33 (2010a)) original framework of six CPE domains (consumers, employees, environment, overseas community, local community and economy, and business community) is used as a foundation. In-depth interviews with consumers from Romania and China (developing countries) were conducted to understand their perspectives on ethical business practices. The findings suggest that all six of Brunk’s domains are relevant to CPE in developing countries, but there may be nuances in how these domains are perceived compared to developed countries. For example, consumers in developing countries may be more concerned about the impact of business activities on local economies and the exploitation of labor overseas. This research contributes to the understanding of CPE by focusing on a previously understudied population (consumers in developing countries). The findings can be used by businesses to develop more ethical practices that resonate with consumers in these markets.