000			02078cam a2200289 4500500
005			20250121051324.0
041			_afre
042			_adc
100	1	0	_aSéré de Lanauze, Gilles _eauthor
700	1	0	_a Sirieix, Lucie _eauthor
245	0	0	_aSocial influences and normative dissonance: the case of vegetarianism
260			_c2021.
500			_a50
520			_a. • 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.
690			_avegetarianism
690			_acommunities
690			_asocial influences
690			_asocial identity
690			_anormative dissonance
690			_avegetarianism
690			_acommunities
690			_asocial influences
690			_asocial identity
690			_anormative dissonance
786	0		_nDécisions Marketing | 103 | 3 | 2021-10-27 | p. 183-202 | 0779-7389
856	4	1	_uhttps://shs.cairn.info/journal-decisions-marketing-2021-3-page-183?lang=en&redirect-ssocas=7080
999			_c464475 _d464475