Decoding Demarketing: Publicity and Advertising Congruency Effects in Green Demarketing Efforts

Hye Jin Yoon and Yoon-Joo Lee, “Decoding Demarketing: Publicity and Advertising Congruency Effects in Green Demarketing Efforts,” Paper presented at the Academy of International Business US Northeast Annual Conference Saturday, October 21- 22, 2023.

Abstract: The U.S. population has grown by 60% since 1970, but consumer spending has increased by 400%. The carbon footprint of the overspending consumer culture contributes to erosion in our ecological well-being. Sustainability strategies are becoming necessary to meet the demands of consumers, investors, and regulatory requirements. “Green” consumption (e.g., “buy more green”) still contributes to the growth and overconsumption mindset. Green demarketing (e.g., “buy less, do more with what you have”) promotes responsible consumption and anti-consumption while introducing longer-lasting products or repair and reuse programs as alternatives to overconsumption. As only a few studies focused on demarketing at the product (vs. institutional) level, through the lens of expectation confirmation theory, this study tested publicity, a legitimacy-building tool, (in)congruent with advertising, in helping to mitigate integrity issues found in green demarketing product research. Results show that the company’s cohesive IMC message, when the first message is green demarketing publicity, is crucial in consumers detecting congruency (i.e., “confirmation”) and having a more positive response. Further, if a company wants to transition from green marketing to demarketing, the “positive disconfirmation” of progressing toward greater environmental commitment will not hurt its relationship with consumers. However, a “negative disconfirmation” from demarketing publicity to green marketing advertising could be seen as regression and breaking promises. Continuous effort is needed to examine demarketing as a subset of sustainability marketing. Companies have a chance to be at the forefront of creating a responsible and healthier consumer culture while building trusting relationships with consumers for a more sustainable future.