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]

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.