Impact of social influences and adoptive community on behaviours: An exploratory study of young French vegetarians

The influence of consumption practice-based communities on patterns is a growing trend in marketing research. Vegetarianism, diet that usually represents break away from eating strongly anchored society, generates psychological and relational tensions for those who adopt it. As such, vegetarians develop specific links with the adoptive vegetarian community, which may adoption maintenance this practice. purpose research to better understand how vegetarians' relationships their social environment community impact behaviours. An exploratory study was carried out based 23 individual interviews young adult France. results shed light self-categorization process show behaviour. In addition, depending perceived opposition between society degree identification different expectations are identified presented CBO model (Community Belonging Opposition society). Understanding influences involved will help marketers take decisions relating support, supply communication regard these practices. Beyond describing practices motivations underpinning vegetarianism veganism, previously documented literature, provides new insights into defence diet.