When "Buy Less" Backfires: Green Demarketing and the Nongreen Consumer,

Send us Fan Mail 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 l...