Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Examining demarketing strategy to rationalize electricity consumption with the role of moderating consumer attitudes

Authors
amir Tarighat Khob 1
Ebrahim Zarepoor nasirabadi 2
1 Master of Business Administration, Shahed University, Tehran, Iran
2 Assistant Prof., Faculty of Business Administration, Shahed University, Tehran, Iran.
10.22034/asm.2025.2045743.3313
Abstract
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.
Keywords
consumer attitude
Demarketing
distribution
price
promotion

Subjects

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Journal of Advertising and Sales Management
Volume 5, Issue 4 - Serial Number 20
Winter 2025
Pages 177-196