Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Re-identifying the effective factors of water consumption demarketing in Iran: A qualitative study with a content analysis approach

Document Type : The scientific research paper

Authors
Masoud Azar 1
Mohamadreza Dalvi Esfahan 2
Zahra Dashtlaali 3
1 PhD studen Department of Management, Deh.C, Islamic Azad University, Isfahan, Iran.
2 Associate Professor, Department of Management, Deh.C, Islamic Azad University, Isfahan, Iran.
3 Assistant Professor, Department of Management, Deh.C, Islamic Azad University, Isfahan, Iran.
JABM.3.2.15564.351256.3257.36109
Abstract
Demarketing, as one of the emerging approaches in the field of marketing, focuses on the concept of managing, directing, and reducing demand in conditions of imbalance between supply and demand. Unlike traditional marketing, which aims to increase consumption and expand the market, demarketing attempts to direct consumer behavior towards responsible and sustainable consumption through economic, cultural, social, educational, and political means.
Given the intensifying water scarcity crisis in Iran and the need for innovative approaches to manage water consumption behavior, this qualitative study aims to identify and explain the dimensions and components of demarketing in water use. The research is applied developmental in nature, and its qualitative phase was conducted through semi structured interviews with experts and specialists in the fields of water resources and consumption management. A snowball sampling method was employed, and the collected data were analyzed through thematic analysis using open, axial, and selective coding procedures in MAXQDA software. The findings indicate that a set of behavioral, social, economic, institutional, and communicative factors influence the formation of demarketing patterns in water consumption. Based on the extracted themes, a preliminary framework was developed to better understand how these factors shape consumer behavior. The qualitative results provide a foundation for proposing an initial demarketing model and offer practical recommendations for improving water demand management policies.
Keywords
Demarketing
Water Consumption Management
Consumer Behavior
Thematic Analysis
Subjects
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Journal of Intelligent Marketing Management
Volume 7, Issue 2 - Serial Number 32
Winter 2026
Pages 427-455

  • Receive Date 26 April 2026
  • Revise Date 07 June 2026
  • Accept Date 01 July 2026