This thesis explores the intersection of sustainability and ethical sales practices in the chemical industry, with a focus on the case of BASF. The study analyzes how BASF can balance profitability with social and environmental responsibility. By examining case studies, regulatory frameworks, and industry best practices, the thesis aims to highlight strategies for integrating sustainability into ethical sales models. The goal is to pave the way for a more responsible and future-ready chemical industry. The research delves into the evolving role of sustainability from a compliance-driven necessity to a strategic opportunity, emphasizing the importance of innovation and sustainable solutions. It also discusses the impact of regulatory pressures, technological advancements, and changing market dynamics on the chemical industry. The thesis underscores the significance of ethical sales practices in fostering trust, cultivating long-term relationships, and enhancing customer satisfaction. It highlights the challenges and opportunities faced by BASF in its sustainability journey, including the need for substantial investments in new technologies and processes. The study concludes that integrating sustainability into core business strategies can enhance brand reputation, secure long-term profitability, and strengthen relationships with customers and stakeholders.