Buy Less, Buy Better: Consumer Response to Green Demarketing Strategies

Brandon Reich, University of Oregon, USA
Catherine Armstrong Soule, University of Oregon, USA
The research explores consumer response to a new type of demarketing, green demarketing (GD). GD refers to a message strategy whereby a firm encourages consumers to buy less at the category level through purchase of the firm’s brand. Positive consumer response may depend on the firm’s perceived motive to demarket.
[ to cite ]:
Brandon Reich and Catherine Armstrong Soule (2014) ,"Buy Less, Buy Better: Consumer Response to Green Demarketing Strategies ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 807-807.