The third criteria of deontology vs consequentialism is ends vs means, which is a direct derivative of nature of values. according to the utilitarian theory, ends may well justify means. however, according to kantian deontology, ends may never justify means.

Answer and explanation:

Utilitarianism postulates that every human act will be moral or not depending on whether it is useful, or not, to the purposes we pursue. So following this line of thought, anything we consider neccesary in order to achieve our goals, is fair enough, even though if this means using people.

On the other hand, according to Kantian deontologism, the end does not justify the means, since it is not affirmative to think that there are specific actions that allows the violation of moral rules. This resides only in those who choose to go against their own morals. Kant, in his postulates, proclaims that humanity is always used as an end, and not as a means.