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

中文翻译：

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社会影响和收养社区对行为的影响：对法国年轻素食者的探索性研究

基于消费实践的社区对消费模式的影响是营销研究的一个增长趋势。素食主义是一种通常代表着摆脱社会中强烈的饮食模式的饮食，它会给采用它的人带来心理和人际关系上的紧张。因此，素食者与收养素食社区建立了特定的联系，这可能会强烈影响这种做法的采用和维护。这项研究的目的是更好地了解素食者与其社会环境和社区的关系如何影响他们的消费行为。一项探索性研究基于对法国年轻成年素食者的 23 个人访谈进行。结果揭示了自我分类过程，并展示了与社区的关系如何影响素食行为的采用和维持。此外，根据社会与素食社区之间感知到的对立以及对该社区的认同程度，在 CBO 模型（社区归属和社区与社区之间的感知反对）中识别和呈现了与社区的不同关系模式和期望。社会）。了解基于实践的收养社区所涉及的社会影响将有助于营销人员就这些实践做出与支持、供应和沟通相关的决策。除了描述支持素食主义和纯素食主义的实践和动机之外，以前在文献中记载过，