道徳；どうとく：morals in general. When newspapers talk about "moral education in the classroom," they use this word.
How is りんり different from 道徳？ well, You can talk about MY rinri, but you can't say MY doutoku, because doutoku are assumed to be universal. You can say "That's not moral" (道徳に反する）.
価値観：かちかん；ｏｎｅ’ｓ ｍｏｒａｌ ｖａｌｕｅｓ - used with specific things, like drinking, smoking, gambling.