<p>This conceptual study explores consumers’ ethical dilemmas inherent in the domain of sustainable consumption. The traditional approach to sustainable consumption tends to exclude individual interests and consumer well-being, implicitly assuming that sustainable consumption should be entirely altruistic and devoid of personal benefits. Using the triple bottom line framework adapted to the consumer level, we argue that, in addition to addressing social and environmental concerns, sustainable offerings should integrate self-profit as an equally important concern. From this perspective, sustainable consumption inherently entails dilemmas, as social, environmental, and individual benefits may conflict with one another. In this research, we propose examining sustainable consumption through the lens of ethical dilemmas, to shed light on the tensions involved in navigating these multifaceted issues. We identify nine types of ethical dilemmas related to sustainable consumption and illustrate them with concrete scenarios to demonstrate the applicability of our proposed classification. This study sets the stage for future research by highlighting key areas in which additional investigations are required to deepen understanding of ethical dilemmas and develop practical solutions for fostering sustainable consumption.</p>