One can do what is morally right without the action having moral worth, as with Kant’s (merely) prudent shopkeeper (not overcharging a naive customer when she easily could). The reason that the shopkeeper’s right action lacks moral worth is, roughly, that she does not have the right sort — the moral sort — of aim or motivation in doing the right (honest) thing.
In recent literature, folks distinguish two different sorts of motivational contents (motivating reasons) that might go into having the correct sort of motivation for a right action to have moral worth. First, there is content that concerns right-making features (RMF-type content), content like that overcharging this customer would fail to treat each customer equally. Second, there is content that concerns rightness (or wrongness) itself (RI-type content), content like that it would be wrong to charge this customer more than I charge the others. Some, like Nomy Arpaly and Julia Markovitz, have argued that only RMF-type motivational content is necessary. One intuitive point that works in favor of this approach is this: absent any knowledge of what makes a right action right, the insistence on doing the right thing can begin to look like a kind of empty fetish. Also, in the Huckleberry Finn case, Huck doesn’t turn Jim (the slave) in partly because he sees Jim as concretely human in various aspects (something that would make turning Jim in wrong, so an RMF-content) even though he thinks doing this is wrong (an RI-content that motivates toward turning Jim in).
More recently, others (e.g., Zoe Johnson King, Paulina Sliwa, Kashev Singh) have argued that RI-content is necessary as well (and sometimes that RI-content is primary, as Johnson King and Sliwa argue). Among other things, these authors (and others) produce reasonably convincing arguments against drawing the conclusions that Arpaly and Markovitz draw from cases of doing what is right simply because it is right (with no particular understanding of what makes right actions right operative, hence the charge of fetishism) and from the Huck Finn case (responding, by doing what is right, to the things that make the right action right, while holding explicit judgments that the right action is wrong).
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