F. A. Hayek - The Road to Serfdom
What our generation is in danger of forgetting is not only that morals are of necessity a phenomenon of individual conduct, but also that they can exist only in the sphere in which the individual is free to decide for himself and called upon voluntarily to sacrifice personal advantage to the observance of a moral rule. [...] Only where we ourselves are responsible for our own interests and are free to sacrifice them, has our decision moral value [...] The members of a society who in all respects are made to do the good thing have no title to praise. [...]
Responsibility, not to a superior, but to one's conscience, the awareness of a duty not exacted by compulsion, the neessity to decide which of the things one values are to be sacrificed to others, and to bear the consequences of one's own decision, are the very essence of any morals which deserve the name.
Hayek, F.A., 2010. The Road to Serfdom. Abingdon: Routledge. pp.216-217.