A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing Johannesburg, April 2016 / The study hypothesized a relationship between the dependent variable, consumers’ intention not to purchase, with four independent constructs, namely, health concerns, perceived price, restricted availability and subjective norms, as de-marketing indicators. The study targeted just over two hundred consumers, aged eighteen and above, who had consumed alcohol in the last seven days, in the greater Gaborone area. The respondents were chosen using random simple sampling and quota sampling. Because of this and the fact that the greater Gaborone area makes up about fifty percent of alcohol sales, the results of the quantitative study are reasonably representative. The data was collected using structured questionnaire. The hypotheses and models were tested, and structural equation modelling performed, using SPSS and AMOS software. The study aims to address the gap of body of knowledge on alcohol policy in Botswana and other developing countries. The undertaken literature review revealed that it is only the developed countries that have implemented and evaluated their policies. The developing countries recently followed suit because their economic growth has increased consumers’ buying power and appetite for aspirational brands. The liquor industry’s advertising, promotion and sponsorships grew consumption significantly, along with socio-economic costs, such as absenteeism, alcohol abuse, car accidents, alcohol-related diseases, and the spread of HIV. Botswana’s alcohol policy has been in effect since 2011, under the Ministry of Health. Among others, legislature was revised, government imposed a tax, liquor trading days and hours amended, health-related alcohol public campaigns rolled out, and the legal blood alcohol level lowered. The study has found that the four independent constructs all influence consumer’s intention not to purchase. The biggest opportunity revealed is the effect of subjective norms, which should be exploited going forward. It is hoped by the researcher that this study, not only adds to the body of knowledge, but stimulates more research on the same. / MT2017