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Degrowth + marketing = demarketing? Rethinking demarketing as an effective tool for sufficiency

Leïla Elgaaïed‐Gambier et al.

Marketing Theory2025https://doi.org/10.1177/14705931251321823article
AJG 3ABDC A
Weight
0.53

Abstract

This paper explores the intersection of demarketing and degrowth, proposing a new framework that aligns demarketing practices with sufficiency principles. While traditional demarketing approaches often prioritize profit-driven, instrumental goals, they remain incompatible with the transformative objectives of degrowth, such as addressing systemic overconsumption and fostering equitable resource distribution. Through a critical review of the demarketing literature, we identify key gaps, including the neglect of environmental limits, equity, and consumer well-being. We argue that sufficiency—a principle emphasizing “enoughness” and ecological sustainability—provides a compelling lens for redefining demarketing. By integrating sufficiency into demarketing, we outline pathways to transition from growth-oriented practices to degrowth-consistent strategies, offering theoretical and practical insights into reshaping marketing. Our contribution lies in advancing a degrowth-consistent definition of demarketing that challenges conventional marketing paradigms, paving the way for systemic change in research and practice.

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https://doi.org/https://doi.org/10.1177/14705931251321823

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@article{leïla2025,
  title        = {{Degrowth + marketing = demarketing? Rethinking demarketing as an effective tool for sufficiency}},
  author       = {Leïla Elgaaïed‐Gambier et al.},
  journal      = {Marketing Theory},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/14705931251321823},
}

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Evidence weight

0.53

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.70 × 0.15 = 0.10
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.