Social influences and normative dissonance: the case of vegetarianism

Influences sociales et dissonance normative: le cas du végétarisme

Gilles Séré de Lanauze () and Lucie Sirieix
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Gilles Séré de Lanauze: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: .• Objective/research issue For 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/Approach An exploratory survey based on 25 in-depth interviews of vegetarians is conducted. • Findings Results 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. • Implications Implications arise for brands regarding supply and communication and more generally for the promotion of these practices. • Originality This 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.

Keywords: vegetarianism; social influences; social identity; normative dissonance; communities; végétarisme; influences sociales; identité sociale; dissonance normative; communautés (search for similar items in EconPapers)
Date: 2021
New Economics Papers: this item is included in nep-env
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Published in Décisions Marketing, 2021, 103 (3), pp.33-54

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03470922

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