Bisnis

Demarketing: Diminishing Demand for Unsustain Products

Demarketing: Diminishing Demand for Unsustainable Products presents a comprehensive and critical exploration of demarketing as a strategic, ethical, and policy-oriented approach to addressing the global crisis of unsustainable consumption. The book traces the evolution of the demarketing concept and situates it within marketing science, consumer behavior studies, and public policy frameworks, emphasizing its relevance in reducing demand for products that generate significant social, environmental, and economic harm. Through systematic discussions of unsustainable products, consumerist culture, and the life-cycle impacts of goods, the book demonstrates how demand is socially constructed and can therefore be intentionally reshaped. It examines a wide range of demarketing strategies and instruments-including pricing mechanisms, environmental taxation, regulatory restrictions, public communication, and negative incentives-while critically assessing consumer resistance, ethical dilemmas, and social justice implications, particularly in developing countries. Drawing on global case studies such as tobacco control, single-use plastics, fossil energy, and health-hazardous products, the book highlights both the challenges and opportunities of implementing demarketing in diverse institutional contexts.

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