“…In addition, some apparently ethical choices may conflict with women's lifestyles, values and identities (Black, 2009). Within ethical-consumption literature such tensions are often treated as conflicts either between an ethical position and a pragmatic concern for practicality (Carey et al, 2008) or between the behavioural norms of competing identities (Black and Cherrier, 2010;Cherrier et al, 2011). Given that a mother's care for her infant can "defensibly be at the forefront of a person's moral concerns" (Held, 2006: p. 10), our study considers whether these tensions are more appropriately conceptualised as moral dilemmas.…”