I believe the answer is: Mimetic
Mimetic theory would try to explain human behaviour by identifying the desire that the humans felt personally. Moral ciriticism often revolved behind the desire that make a person to do his/her action.
For example, people who want to obtain as much money as they can because they desire to stock up their personal wealth alone might perceived as morally wrong.
But people who want to obtain as much money as they can to help others in need might be perceived as morally good.