موضوعات
عنوان مقاله English
نویسندگان English
due to the ever increasing demand for energy and the limitation of natural resources, reducing energy consumption, especially electricity, has become one of the main challenges of societies. Reduction marketing as a new approach, with the aim of changing the behavior of consumers and encouraging them to reduce electricity consumption, can play an effective role in energy management. This research aims to investigate the effect of various reduction marketing strategies on reducing electricity consumption with the moderating role of consumer attitude among Tehran electricity consumers, and seeks to find practical solutions to reduce energy consumption in the domestic and industrial sectors.
This study is applied in terms of its objective and descriptive and correlation in terms of its method. The participants includes households and electricity consumers in Tehran, comprising thermal and water electricity consumers,, considering the unlimited nature of the population and based on the Krejcie and Morgan table and the convenience sampling method, a sample size of 384 individuals was determined. For data collection, a questionnaire derived from the article by Salem was used, and data analysis was conducted using SPSS and AMOS software.
4 of the 5 main hypotheses were rejected and 4 new hypotheses were designed according to the researcher's evidence, and all 4 new ones were confirmed. it seems that the moderating role of electricity consumers' attitude in reducing marketing strategies for electricity consumption among Tehran consumers does not have much impact, and of course, the details of the marketing mix alone have a high impact.
کلیدواژهها English
Adibifard, Shadi, Mehravar. (2017). Counter-marketing strategies and the value of food industry products from the perspective of customers. Modern Management Engineering Quarterly, 6(3 and 4), 71-86. )In Persian(
Afify, A. (2024). Customer Perception of De-Marketing Domestic Water Consumption in Egypt. 44 (1).
Ahmadi Shapourabadi, M., Tahmasebi, B. (2023). A meta-analysis of mechanisms and strategies for adapting to climate change and migration in Iran. Strategic Studies of Public Policy. )In Persian(
AL-Samydai, M., Yousif, R., & Jordan, J. (2018). The role of demarketing in reducing electricity demand. International Journal of Business and Management, 13(1), 209-217.
Armstrong Soule, C. A., & Reich, B. J. (2015). Less is more: is a green demarketing strategy sustainable?. Journal of Marketing Management, 31(13-14), 1403-1427.
Armstrong, E. K., & Kern, C. L. (2011). Demarketing manages visitor demand in the Blue Mountains National Park. Journal of Ecotourism, 10(1), 21-37.
Ashuri, Fatemeh. (2024). Interpretive Structural Modeling of Independent Variables of Consumer Attitude Change to Improve Railway Industry Management Based on Influence-Dependency Analysis. Journal of Transportation, 21(3), 521-534. )In Persian(
Bermejo-Martín, G., & Rodríguez-Monroy, C. (2020). Design thinking methodology to achieve household engagement in urban water sustainability in the city of Huelva (Andalusia). Water, 12(7), 1943.
Du, Y., & Wang, H. (2022). Green innovation sustainability: how green market orientation and absorptive capacity matter?. Sustainability, 14(13), 8192.
Elsetouhi, A., Elshourbagi , M., Hammad, A., & Elnazer, A. (2023). The Tourism Demarketing Mix: Working to Reduce Revisits to Egyptian Nature Reserves. SAGE Journal.
Haghighat, A., Abdolmaleki, H., Nourbakhsh, M., Nourbakhsh, P., and Alidoost Ghahfarkhi, A. (2024). Investigating the role of public relations in anti-marketing of doping drugs through the mediation of dedicated networks, general interpretation and objective evidence. Communication Management in Sports Media. 11(3). )In Persian(
Haghighat, A., Abdolmaleki, H., Nourbakhsh, M., Nourbakhsh, P., and Alidoost Ghahfarkhi, A. (2022). Identifying and ranking effective factors in anti-marketing management of doping drugs in Iranian sports. Sports Management Studies, 189-218. )In Persian(
Huang, S., & Jiang, Y. (2024). Fewer but better: Chinese consumers’ responses to luxury brands using green demarketing. Journal of Marketing Communications, 1-20.
Kern, C. L., & Armstrong, E. (2006). Demarketing as a tool for managing visitor demand in national parks: An Australian case study. University of Canberra.
Lawrence, J., & Mekoth, N. (2023). Demarketing for sustainability: A review and future research agenda. International Journal of Consumer Studies , 2157-2180.
März, S., Stelk, I., & Stelzer, F. (2022). Are tenants willing to pay for energy efficiency? Evidence from a small-scale spatial analysis in Germany. Energy Policy, 161, 112753.
Massu, J., Caroff , X., Souciet , H., & Lubart, T. (2018). Managers’ Intention to Innovate in a Change Context: Examining the Role of Attitudes, Control and Support. Creativity Research Journal.
Mclver, J., & Carmines, E. (1981). Unidimensional Scaling. California: Sage Publications
Medway , D., Warnaby , G., & Dharni , S. (2010). Demarketing places: Rationales and strategies. Journal of Marketing Management , 124-142.
Michaelis, L. (2003). The role of business in sustainable consumption. Journal of Cleaner production, 11(8), 915-921.
Minsky, L. &. (2024). Sustainable Practices and Demarketing: An Interview with Philip Kotler. 25 (1).
Pirayesh, Reza, and Abdollahi, Soheila. (2019). Investigating the effect of consumers' knowledge and attitude towards green brands on their intention to purchase green products. Festival of Outstanding Scientific Works in Islamic Humanities - Special Award of Allameh Jafari (RA). )In Persian(
Rahnama, Sepahdar, Zendedel, Moezin Jamshidi, Mir Hadi. (2024). Design and validation of a consumer behavior model based on user-generated content in the banking industry. Quarterly Journal of Value Creation in Business Management, 4(2), 223-251. )In Persian(
Ramirez, E., Tajdini, S., & David, M. E. (2017). The effects of proenvironmental demarketing on consumer attitudes and actual consumption. Journal of Marketing Theory and Practice, 25(3), 291-304.
Sabbaghian, Mohammad Reza, Ainabadi, Javad. (2023). Behavioral Economics Strategies in Explaining Consumer Behavior. Accounting and Management Perspective, 6(85), 258-267. )In Persian(
Saberi, A., Abid, M. (2022). Expert opinion on: “The plan to remove obstacles to the development of the electricity industry”. Majles Research Center. )In Persian(
Salem, M. Z., Ertz, M., & Sarigӧllü, E. (2021). Demarketing strategies to rationalize electricity consumption in the Gaza Strip-Palestine. Renewable and Sustainable Energy Reviews, 143, 110956.
Shiu, E., Hassan, L., & Walsh, G. (2009). Demarketing tobacco through governmental policies – The 4Ps revisited. Journal of Business Research
Sodhi, K. (2011). Has marketing come full circle? Demarketing for sustainability. Business strategy series, 12(4), 177-185.
Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of environmental psychology, 29(3), 309-317.
Thøgersen, J. (2005). How may consumer policy empower consumers for sustainable lifestyles?. Journal of consumer policy, 28(2), 143-177.
Varadarajan, R. (2014). Toward Sustainability: Public Policy, Global Social Innovations for Base-of-the-Pyramid Markets, and Demarketing for a Better World. 22 (2).
Wang, C.-H., & Juo, W.-J. (2023). Sustainable environmental performance: The mediating role of green reputation in the choice of green marketing or green demarketing. Volume 31 (Issue 3), p. 1756-1768.
Wang, E. Z., & Lee, C. C. (2023). The impact of commercial bank branch expansion on energy efficiency: Micro evidence from China. China Economic Review, 80, 102019.
Yaqub, M. Z., Yaqub, R. M. S., Riaz, T., & Alamri, H. A. (2023). Prolificacy of green consumption orientation and environmental knowledge to slash plastic bag consumption: the moderating role of consumer attitudes and the demarketing efforts. Sustainability, 15(13), 10136.
Zarepour Nasirabadi, E., Ravazzhian, A., & doaei, Z. S. (2024). The effect of social media marketing on the intention to donate blood with emphasis on social and psychological factors. New Media Studies, 10(38), 223-189. )In Persian(
