I would feel guilty if I did something which even if it was deemed acceptable in society was not acceptable to me, but could feel shame if I did smothing that society frowned upon, even if I did not see this the same way?
An example could be the apalling segregation issues that were prevellent in certain parts of the American south where it was not allowed to sit in the same part of the resturant as people of a different colour, good examples in films like 'in the heat of the night' and 'misisipi burning'