In Ultima 4, your goal is to become the Avatar. A spiritual rolemodel to inspire people, basically.
To do that, you have to master the 8 virtues. This is done by roleplaying, since the game does not guide you into accomplishing them. People's gold is free to steal from their homes, and its your decision to take it or not.
Also telling the truth when NPC ask you questions is part of the Honest virtue, not boating to others raises Humility (also note these all have multiple ways to improve yourself, not just the ways im mentioning).
Stuff like that.
Also, the game has no guided path for you, you simply start off in the big giant world and go about becoming the avatar in any way you wish, going by clues the NPCs will drop to you.