About this episode

This episode discusses green demarketing and its impact on consumers with low environmental concern.

In this episode, we speak with Matthew Pittman (University of Tennessee) to discuss his article, "Green Demarketing to Nongreen Consumers: Individuals With Low Environmental Concern Don't Believe Messages to 'Buy Less'," coauthored with Tyler Milfeld (Villanova University) and Eric Haley (University of Tennessee), just published in the June 2026 issue of JAR. Matthew explains what green demarketing is: a more progressive form of green advertising that urges consumers to buy less of anything, ...

People in this episode

Guest: Matthew Pittman

Topics covered

• green demarketing
• consumer behavior
• environmental concern
• advertising
• sustainability

Keywords

• green demarketing
• advertising
• consumer behavior
• environmental concern
• buy less

Mentioned in this episode

Organizations: University of Tennessee, Villanova University, Journal of Advertising Research

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