We establish a scenario where fluctuations of new degrees of freedom at a
quantum phase transition change the nature of a transition beyond the standard
Landau-Ginzburg paradigm. To this end we study the quantum phase transition of
gapless Dirac fermions coupled to a Z3 symmetric order parameter
within a Gross-Neveu-Yukawa model in 2+1 dimensions, appropriate for the
Kekul\'e transition in honeycomb lattice materials. For this model the standard
Landau-Ginzburg approach suggests a first order transition due to the
symmetry-allowed cubic terms in the action. At zero temperature, however,
quantum fluctuations of the massless Dirac fermions have to be included. We
show that they reduce the putative first-order character of the transition and
can even render it continuous, depending on the number of Dirac fermions Nf.
A non-perturbative functional renormalization group approach is employed to
investigate the phase transition for a wide range of fermion numbers. For the
first time we obtain the critical Nf, where the nature of the transition
changes. Furthermore, it is shown that for large Nf the change from the
first to second order of the transition as a function of dimension occurs
exactly in the physical 2+1 dimensions. We compute the critical exponents and
predict sizable corrections to scaling for Nf=2.Comment: 12+5 pages, 5 figure