There are many examples of people believing in conspiracy theories showing non-normative behaviors. But why is this the case? The current contribution proposes that the non-normative behavior of people believing in conspiracy theories is a natural consequence of a different social reality that is associated with the belief in conspiracy theories. This social reality is characterized by a tendency for distinction and distrust in social relationships, a different perception of descriptive norms, a questioning of the injunctive norms regarding specific behaviors, lower trust in institutions and traditional authorities, as well as alternative norms among people believing in conspiracy theories. • Believing in conspiracy theories is related to non-normative behaviors.• This non-normative behavior is a natural consequence of a different social reality.• This social reality is characterized by distrust and a different perception of norms.• Taking into account the social reality of conspiracy beliefs can improve interventions.