Less is more: is a green demarketing strategy sustainable?

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 business practices. Specifically, results show that the brand's environmental reputation is the strongest predictor of consumers' responses towards a green demarketing campaign, with effects persisting above and beyond the influences of the brand's length of commitment to environmental protection and consumers' brand habits. Implications for practice and future research are proposed.