Towards a solution to retailer food waste? Influences of ordinary transgression on symbolic associations and the relationship with the brand

Vers une solution au gaspillage alimentaire chez les distributeurs ? Influence de la transgression ordinaire sur les associations symboliques et la relation à l’enseigne

Audrey Hanan (), Jean-Louis Moulins and Pierre Valette-Florence ()
Additional contact information
Audrey Hanan: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Jean-Louis Moulins: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université

Post-Print from HAL

Abstract: While the concept of transgression is clearly of interest in marketing literature, its "ordinary" nature remains largely unknown. Yet, in the face of societal challenges, ordinary acts of transgression by brands are becoming increasingly common. This article focuses on the innovative concept of auto-transgression. It examines the case of a supermarket breaking with its own distribution standards in order to reduce food waste. A study carried out in collaboration with a national chain (896 consumers) shows that, although socially engaging, transgression can ultimately have a negative effect on brand relations. The ambivalence of its contrasting influence on symbolic associations—loss of legitimacy and gain of enterprising character—makes it necessary to think strategically in order to encourage the positive associations of these new, more virtuous standards, particularly those affecting food consumption.

Keywords: Transgression; Symbolic brand associations; Commitment; Food consumption; PLS-SEM (search for similar items in EconPapers)
Date: 2024-05-17
References: Add references at CitEc
Citations:

Published in Recherche et Applications en Marketing (French Edition), 2024, ⟨10.1177/07673701241231476⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04635568

DOI: 10.1177/07673701241231476

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().