Rethinking sustainability messaging: When and how comparative demarketing outperforms traditional message framing strategies

Journal of Retailing and Consumer Services 2026

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Authors: Jeevan Lawrence, C. Manu, Nandakumar Mekoth, Kapil Khandeparkar
DOI: 10.1016/j.jretconser.2026.104898
Cited by: 1
References: 103

Fields of Study & Subjects

Green IT and Sustainability Innovative Human-Technology Interaction Behavioral Health and Interventions

Publication details

Journal / source
Journal of Retailing and Consumer Services
Publisher
Elsevier BV
Volume
93
Pages
104898–104898
Publication date
4 June 2026
Language
EN