Norms, which are culturally accepted guidelines for behaviours, can be integrated into conversational models to generate utterances that are appropriate for the socio-cultural context. Existing methods for norm recognition tend to focus only on surface-level features of dialogues and do not take into account the interactions within a conversation. To address this issue, we propose NormMark, a probabilistic generative Markov model to carry the latent features throughout a dialogue. These features are captured by discrete and continuous latent variables conditioned on the conversation history, and improve the model’s ability in norm recognition. The model is trainable on weakly annotated data using the variational technique. On a dataset with limited norm annotations, we show that our approach achieves higher F1 score, outperforming current state-of-the-art methods, including GPT3.