Article2009

Demarketing, Minorities, and National Attachment

122 citations0/0 files storedJournal of Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Environmental Education and Sustainability

Abstract

This study addresses two important global trends: protection of public goods, specifically the environment, and the emergence of multiethnic societies with influential minority groups. The study tests the effect of a government proenvironmental demarketing campaign on the deconsumption behavior of minority groups and the majority population. It suggests that minority consumers use consumption or deconsumption to manifest their social identity, beliefs, and goals as minorities in relation to the majority and that their motivation to respond positively to a government's demarketing campaign is shaped by their national attachment levels. The study was conducted in Jerusalem, Israel, and involved a large data set (N = 66,272) containing household-level data on actual behavior of consumers. The studied groups invovled the majority of non-ultra-Orthodox Jews and three minority groups: Israeli Arabs, ultra-Orthodox Jews, and Jewish Russian immigrants. The findings show that in a proenvironmental context, government demarketing is more effective on the majority group than on any of the three minority groups. In addition, minority groups with lower national attachment levels respond more negatively to the demarketing effort. However, higher education levels lead to a more positive response across the majority and minority groups. A central implication of the findings is related to the benefits derived from demarketing for different consumer groups (majorities versus minorities based on religion, ethnicity, and immigration status). The findings also provide a benchmark for demarketing efforts in an environmental context. Finally, they suggest that policy makers and marketers should consider using demarketing more to complement regulatory and economic tools.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 122 citations exist upstream.

References

1988Possessions and the Extended Self 2002Time Discounting and Time Preference: A Critical Review 1976Individualism and Collectivism 1996Individualism and collectivism 1982Self-Concept in Consumer Behavior: A Critical Review 1976Basking in reflected glory: Three (football) field studies.2001The political ecology of war: natural resources and armed conflicts 1978The City and Self-Identity

Cited by

2014Footprints in the Sands of Time: A Comparative Analysis of the Effectiveness of Customer Satisfaction and Customer–Company Identification over Time 2020Intellectual evolution of social innovation: A bibliometric analysis and avenues for future research trends 2011‘Blame it on marketing’: consumers' views on unsustainable consumption 2011Why brands should fear fearful consumers: How attachment style predicts retaliation 2023How does government regulation shape residents' green consumption behavior? A multi-agent simulation considering environmental values and social interaction

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.