«Please, draw me an apple !»: children's relationship with marketing standards and «ugly» responsible products

Audrey Hanan , I. Muratore (1)

1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille

Several products are discarded by supermarkets because theyare not matching with the aesthetically standardized criteria. Nevertheless, in an ecological perspective and for new business opportunities, supermarkets have recently decided to change their marketing norm in proposing a new offer called: "ugly products".This research focuses performed resulting in 18individual interviews and drawings of French children aged 8 to 12 years. Results highlight the existence of an implicit norm and the negative consequences of a rupture with it. This research helps to understand how this transgression of the aesthetic norm must be realized.

Mots clés: transgression; food waste; reverse socialization; retailing; aesthetics

Domaines: Sciences de l'Homme et Société

Audrey Hanan, I. Muratore. «Please, draw me an apple !»: children's relationship with marketing standards and «ugly» responsible products. Journal of Marketing Trends, 2021. ⟨hal-03607950⟩