This information falls under, what I would hope most would consider, common knowledge. Human beings are social creatures. They very commonly seek approval and acceptance from their peers and other groups by conforming to or aligning to cultural traditions and norms in some way. At one point, "fitting in" was integral to physical survival and in gaining status in tribal communities, whereas now it is more for "social survival," at least in developed societies.
For further reading, perhaps you might find this book to be helpful.