How value is defined tends to depend on the preferred moral
theory . Deontologists tend to focus on principles which should guide actions, such as “treat others as you would want to be treated”, while virtue ethicists concentrate on specific virtues like wisdom or benevolence. Non-welfarist consequentialists are more likely to focus on non-welfare goods like knowledge, beauty, and diversity.
Mason, Elinor (2006) Value pluralism,
in Edward Zalta (ed.), Stanford Encyclopedia of Philosophy, June 20 (updated 7 Feb 2018).