Why is G.E. Moore’s approach often called pluralistic consequentialism?

G.E. Moore’s approach is often called pluralistic consequentialism because, while he maintained that the consequences of actions are decisive for their morality, he rejected the classical utilitarian view that pleasure and pain are the only consequences that matter.1

Instead of focusing solely on hedonistic outcomes, Moore argued that certain states of affairs possess intrinsic value independent of the pleasure they produce. He identified multiple intrinsic goods—such as beauty, friendship, and other close personal relationships—that actions should aim to maximize. By recognizing a plurality of goods rather than a single metric like pleasure, his theory, once known as "ideal utilitarianism," is more accurately described in contemporary philosophy as pluralistic consequentialism.12