Abstract
.• 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.