Customer resistance is intensifying in response to unethical business practices and deceptive marketing strategies, which undermine customer autonomy and trust. As consumer awareness of harmful aggressive sales tactics, deceptive marketing practices, and privacy violations grows, their interests are increasingly compromised. Brand interactions with the market may transform as informed consumers begin to challenge unethical corporate behaviours. This chapter investigates the factors that provoke customer resistance when they seek authentic products and transparent ethical business practices during their shopping experiences. Studies on consumer resistance to deceptive business tactics reveal various forms of backlash, such as boycotts and social media activism, which demand corporate accountability. This exploratory research further examines how advocacy groups and consumer education programmes empower individuals to challenge unethical practices through informed decision-making. To maintain brand loyalty and foster enduring relationships amidst heightened scrutiny, businesses must integrate ethical standards with customer expectations into their marketing strategies.