Virtue ethics describes the character of a moral agent as a driving force for ethical behavior, rather than rules (deontology), consequentialism (which derives rightness or wrongness from the outcome of the act itself rather than character), or social context (pragmatic ethics).

The difference between these four approaches to morality tends to lie more in the way moral dilemmas are approached than in the moral conclusions reached. For example, a consequentialist may argue that lying is wrong because of the negative consequences produced by lying — though a consequentialist may allow that certain foreseeable consequences might make lying acceptable. A deontologist might argue that lying is always wrong, regardless of any potential "good" that might come from lying. A virtue ethicist, however, would focus less on lying in any particular instance and instead consider what a decision to tell a lie or not tell a lie said about one's character and moral behavior. As such, lying would be made in a case-by-case basis that would be based on factors such as personal benefit, group benefit, and intentions (as to whether they are benevolent or malevolent).