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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 807-807.


Brandon Reich, University of Oregon, USA
Catherine Armstrong Soule, University of Oregon, USA


NA - Advances in Consumer Research Volume 42 | 2014

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