Philotimia

Philotimia, meaning: literally, the love (philo) of honour (timia). A cardinal value dealing with honour and respect. One who wishes, above all, to be seen as honourable or respectable in the sight of others. Often used to denote someone who is highly moral and virtuous, who wishes to do the right thing.

Most of Aesop's Fables often deal with philotimia as a subtheme. The Greek New Testament Bible mentions this value three times - (Romans 15:20, 2 Corinthians 5:9 and 1 Thessalonians 4:11). In all three contexts philotimia is used in the sense of being pleasing to others and offering services which build up one's honour.