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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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