Less is more: is a green demarketing strategy sustainable?
Volume: 31, Issue: 13-14, Pages: 1403 - 1427
Published: Jun 22, 2015
Abstract
The research explores consumers’ perceptions of the business motivations behind a new type of sustainable business strategy – green demarketing. Green demarketing refers to a strategy whereby a brand encourages consumers to buy less at the category level through purchase of the company’s brand for the sake of the environment. Two studies show that consumer motive attributions and attitudes may depend on the brand’s perceived fit with sustainable...
Paper Details
Title
Less is more: is a green demarketing strategy sustainable?
Published Date
Jun 22, 2015
Volume
31
Issue
13-14
Pages
1403 - 1427
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