Moving Towards Responsible Consumption: The Road Ahead for Sustainable Marketing
- Title
- Moving Towards Responsible Consumption: The Road Ahead for Sustainable Marketing
- Creator
- Gupta S.; Sinha S.; Sinha D.
- Description
- The fundamental tenet of consumerism revolves around the belief that the burgeoning consumption of goods is favourable for the economy. Since the dawn of the Industrial Revolution, humanity has witnessed an exponential upsurge in consumerism. It has been related both to the increase in the population size as well as an increase in our demands due to constant changes in lifestyle. Multiple sources have corroborated the fact that if this consumption behaviour continues unabated, we will soon face an acute shortage of resources of all kinds. Both consumer behaviour patterns such as addictive consumption and conspicuous consumption can be attributed to this. Amongst the solutions available, 'Demarketing' is one. It is a type of marketing when a brand wants to discourage you from buying its product. The paper is descriptive in nature and is based on secondary data which has been collected from journals, blogs, websites, magazines, books, etc. The paper intends to explore the theme of demarketing vis-vis the materialistic purchase behaviour of a modern-day consumer and green demarketing strategies that companies are adopting by way of sustainable marketing. The Electrochemical Society
- Source
- ECS Transactions, Vol-107, No. 1, pp. 19579-19587.
- Date
- 2022-01-01
- Publisher
- Institute of Physics
- Coverage
- Gupta S., CHRIST (Deemed to be University), Uttar Pradesh, Ghaziabad, India; Sinha S., CHRIST (Deemed to be University), Uttar Pradesh, Ghaziabad, India; Sinha D., CHRIST (Deemed to be University), Uttar Pradesh, Ghaziabad, India
- Rights
- Restricted Access
- Relation
- ISSN: 19386737; ISBN: 978-160768539-5
- Format
- Online
- Language
- English
- Type
- Conference paper
Collection
Citation
Gupta S.; Sinha S.; Sinha D., “Moving Towards Responsible Consumption: The Road Ahead for Sustainable Marketing,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 24, 2025, https://archives.christuniversity.in/items/show/20304.