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Keywords: Sustainable consumption
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Journal Articles
Message sidedness and green demarketing effectiveness: the moderation of product attribute dominance
Journal of Research in Interactive Marketing (2026) 20 (5): 712–728.
Published: 23 September 2025
...Rui Guo; Dongli Sun; Yang Luo; Min Zhou; Lan Tao Purpose Amid growing environmental concerns, green demarketing (GD) has emerged as a strategy for encouraging sustainable consumption by discouraging excessive use. This study investigates how message sidedness (one-sided vs. two-sided) in GD...
Includes: Supplementary data
