GLIMS Journal of Management Review
and Transformation
issue front

Trishul Konaentey1

First Published 22 May 2024.
Article Information Volume 3, Issue 1 March 2024
Corresponding Author:

Trishul Konaentey, Department of Humanities and Social Sciences, Mahindra University, Hyderabad, Telangana 500043, India.

Department of Humanities and Social Sciences, Mahindra University, Hyderabad, Telangana, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License ( which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.


This article aims to study the factors that influence non-conformists not to conform to group norms. In the literature about non-conformity, most of the discussion is on how non-conformists influence the world. The key factors contributing to non-conformity are not yet known. To investigate the factors, qualitative research study was used for a sample size of 20 participants with more than 5 years of work experience from various industries. In light of this possibility, this research uses a grounded theory approach to explore the factors that trigger non-conformists not to conform to group norms. This article lays a foundation for the motivation factors behind non-conformists. The study’s findings revealed 13 factors that emerged as the factors that trigger non-conformists not to conform to group norms.


non-conformity, groups, norms, non-conformist


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