... with interest in demarketing, responsible consumption, and anti-consumption, where companies and brands could work in tandem with consumers to reduce overall consumption while celebrating and heralding more sustainable brands. Youngjee Ko can be contacted at: youngjee.ko@kw.ac.kr 15 01 2024 09...

...Bipul Kumar; Nikhilesh Dholakia Purpose This study explores enablers that firms could use to motivate consumers toward responsible consumption behavior. Completing the loop of responsible consumption – linking firms and consumers –helps firms to attain responsible consumption targets as part...