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. • Objective/research issueFor health, ecological or social convictions and concerns, some people may adopt a restrictive diet outside the usual norms and habits. This can generate psychological and relational tensions for the people who adopt vegetarianism. The present study aims at better understanding how intra-group as well as extra-group relations influence the vegetarian diet adoption process. • Methodology/ApproachAn exploratory survey based on 25 in-depth interviews of vegetarians is conducted. • FindingsResults show that individuals differ according to their perception of and capacity to manage the normative dissonance resulting from the contradictions between society and the practice community. • ImplicationsImplications arise for brands regarding supply and communication and more generally for the promotion of these practices. • OriginalityThis research introduces the notion of normative dissonance, which results from the perceived normative conflicts between society and the adoptive practice-based community. It proposes an explanatory model of the expected roles of the community according to how individuals perceive and deal with normative dissonance.