[pt] O trabalho visa levantar hipóteses sobre a convivência de diferentes classes sociais em um mesmo ambiente digital. Para isto o trabalho é divido em duas partes, sendo a primeira o referencial teórico, que busca ilustrar conceitos que serão utilizados no modelo. O estudo se inicia com um detalhamento de redes socias, mostrando sua evolução. Depois são aprofundados os seguintes construtos:a) reatância, que mostra que a perda de uma liberdade tem uma influência negativa para o consumidor; b) de demarketing, conceito que indica que algumas vezes é preciso expulsar o consumidor indesejado, para manter o desejado e por fim c) classes sociais, e a forma como as pessoas se relacionam. Após esta etapa foram realizadas entrevistas em profundidade com pessoas que utilizam redes sociais frequentemente, e que realizaram a migração do Orkut para o Facebook no período em que a baixa renda começou a utilizar a internet e as redes sociais. Ao resumir as idéias principais das entrevistas chegou-se à hipótese de que as pessoas das classes de renda mais altas têm dificuldade em conviver com outras de classes mais baixas, na mesma rede social. O sucesso das redes sociais, em especial o Facebook, estaria condicionado à sua capacidade de aprimorar as ferramentas de privacidade, criando diferentes redes sociais dentro da mesma rede social. / [en] The work aims to raise hypotheses about the coexistence of different social classes in the same digital environment. The work is divided into two parts, the first part is the references, which illustrate concepts that are used in the model. This study begins with the explanation of social network, showing their evolution. Then, constructs are defined. They are: reactance, which shows that the loss of freedom has a negative influence for the consumer, demarketing which indicates that it is sometimes necessary to chose expel the consumer that you do not want, to maintain the desired one, and finally social classes, and how people relate. After this phase in-depth interviews were carried out with people who frequently use social networks, and that migrated from Orkut to Facebook in the period in which the poor began to use the internet and social networks, in special the Orkut. Once summarize the main ideas of the interviews the result was the hypothesis that people of higher classes have difficulty in beeing in the same social network of the one of the lower class. The success of social networks, especially Facebook, would be conditioned on its ability to enhance the privacy tools, creating different social networks in the same social network.

Diploma thesis deals with consumer behaviour on alcohol beverages and tobacco products market. Literature review contains opinions of authors on consumer behaviour and instruments of government policy used for reduction of alcohol and tobacco consumption. Within own work analysis of secondary data related to consumption of alcohol beverages and tobacco is performed, moreover state incomes and expenditures related to alcohol and tobacco consumption are calculated. Based on comparison of state incomes and expenditures are subsenquently formulated drafts of recommendations leading to consumption reduction.

Allt fler företag börjar engagera sig i viktiga miljöfrågor till följd av den allvarliga klimatkrisen och pandemin har varit en bidragande faktor till detta uppvaknande. Det här är något som är synbart i företags olika marknadsföringskampanjer. Samtidigt växer antikonsumtionsrörelsen och vi börjar se ett bredare intresse för ekovänliga initiativ runt om i världen. Studiens syfte växte fram utifrån båda dessa frågor parallellt. Detta har lett oss till att upptäcka ett gap inom detta fält där vi lagt märke till att tidigare studier huvudsakligen har fokuserat på att förstå varför individer väljer att motstå konsumtion, medan ett fokus på hur antikonsumenter uppfattar marknadsföring, saknas. Syftet med denna kvalitativa studie är att sprida ljus över antikonsumtion och värva en djupare förståelse för antikonsumenters perception av, och association till, olika marknadsföringsstrategier. I denna studie har vi använt oss av attributionsteori som en guide för vår analys av resultatet. Vi har därtill använt oss av en innehållsanalys för att analysera transkriberingen av de semistrukturerade intervjuerna som vi genomförde med antikonsumenter. Resultatet av denna studie visar på att antikonsumenter i sin helhet är skeptiska till alla olika initiativ av marknadsföring. Antikonsumenter tillskriver motiv till företags marknadsföring och associerar i stort sett gröna initiativ till greenwashing. Däremot tenderar antikonsumenter till att ha en mer positiv inställning till green demarketing. Sex olika nyckelkategorier har identifierats och verkar ha en stor betydelse för hur marknadsföring percipieras. Dessa kategorier är – “Kvalitet – viktigare än reklam”, “Marknadsföring skapar onödiga behov”, “Referensgrupper starkare än marknadsföring”, “Transparens – fundamentalt i marknadsföring”, “Skepticism inom CSR-initiativ” och “Cirkulär marknadsföring uppskattas”. Denna uppsats är skriven på svenska. / Many companies are starting to become engaged in environmentally related questions due to the severe climate crisis today, and the pandemic has in fact contributed to this awakening. This is something that is quite remarkable in the marketing campaigns of companies. At the same time, the anti-consumption movement is growing steadily and we are starting to see a broader interest in eco-friendly initiatives all around the world. The purpose of this study grew from the interest of both of these issues simultaneously. This led us to discover a gap in this field where we’ve noticed that previous studies have focused mainly on understanding why individuals choose to withstand consumption, whereas a focus on how anticonsumers interpret marketing, is missing. The purpose of this qualitative study is to shed light on anti-consumption and gain a deeper understanding of anticonsumers’ perception of, and association to, different marketing strategies. In this study we used attribution theory as a guide for our analysis of the result. In addition to that, we have used a content analysis method to analyse the transcriptions of the semistructured interviews we held with anticonsumers. The result of this study shows that anticonsumers are overall sceptical of all different marketing initiatives. Anticonsumers attribute motives to companies' marketing and, broadly speaking, they associate greenwashing to green initiatives. On the other hand, they are more positively inclined towards green demarketing. Six different key categories have been identified and seem to have a broad significance for how marketing is interpreted. These categories are – “Quality – more important than advertisements”, “Marketing creates unnecessary needs”, “Reference groups are stronger than marketing”, “Transparency – fundamental in marketing”, “Skepticism within CSR-initiatives” and “Circular marketing is appreciated”. This essay is written in swedish.

Nature-based tourism and recreation is a growing phenomenon around the world. In Australia, nature-based tourism represents an important part of the tourism sector and is to a large extent dependent on protected areas such as World Heritage areas, marine parks and national parks. While tourism and recreation can benefit protected areas, some are under pressure from visitation and marketing should play a role in managing visitor demand. To this end, a number of authors have suggested demarketing as a management tool to address situations of excess visitor demand, however, research on demarketing in protected areas is limited. To address this research gap, this thesis examines the use of demarketing in Australian national parks that face excess visitor demand using a case study on the Blue Mountains National Park. The thesis investigates factors that contribute to high visitor demand for the park, the use of demarketing to manage demand and factors that influence when and how demarketing is applied. Demarketing is that aspect of marketing that deals with discouraging customers in general or a certain class of customers in particular on either a temporary or permanent basis. In protected areas specifically, demarketing is concerned with reducing visitor numbers in total or selectively and redistributing demand spatially or temporarily. Six factors that contribute to high visitor demand for the national park were identified including the attractiveness of the park, its proximity to Sydney and the fact that the park is a renowned destination with icon sites. It was established that no holistic demarketing strategy is currently employed in the park and that the demarketing measures that are applied are not consciously used as demarketing. The measures used in the Blue Mountains National Park were discussed according to their association with the marketing mix components (4 Ps). Demarketing measures related to �product� include limiting recreational activities by defining specific areas where they can be conducted, limiting the duration of activities and closures of sites or features in the park. The measures related to �place� are the use of a booking system, limiting visitor numbers and group sizes, commercial licensing and limiting signage. Measures related to �price� are not extensively used in the park. The promotional demarketing measures applied include stressing restrictions and appropriate environmental behaviour in promotional material and nonpromotion of certain areas or experiences in the park. Importantly, these demarketing measures are not employed across the whole park or for all user groups, but are used for certain experiences in specific contexts and circumstances. Three types of factors influence the use of demarketing in the Blue Mountains National Park: pragmatic considerations, resource considerations and stakeholder interests. Pragmatic considerations include the feasibility and effectiveness of certain demarketing measures, which are influenced by the specific context of the national park. Resource considerations relate to financial, human and temporal resources and the findings suggest that a lack of resources influences and at times inhibits the use of demarketing measures. It was also found that various stakeholders have a profound influence on the use of demarketing measures. The stakeholder groups have diverse interests and therefore influence the use of demarketing in different ways by supporting or impeding certain measures. Based on the findings and limitations of this study, recommendations for government and future research are made. These emphasise among others the need for more consistent and comprehensive collection of visitor information to tailor management actions more effectively. It is also suggested that a more conscious and holistic application of demarketing measures may help to manage visitor demand to parks proactively to ensure that the resource remains for future generations.

Background: The globalisation of the fashion industry has allowed competition to increase and speed up the production. This has influenced supply chains to give up on ethical factors in order to push sales of cheap, Fast Fashion. The concept of Slow Fashion developed to challenge the unsustainable business models of fast fashion, implementing conscious production. However, it is hard to compete with cheap price and rapid production and therefore the promotion plays a crucial role in the survival of Slow Fashion companies. Even though green marketing and demarketing have been investigated as promotional strategies, no research has been dedicated towards promotion strategies that benefit Slow Fashion business models through keeping the company values.   Purpose: This paper seeks to identify how it is possible to promote the Slow Fashion business model to motivate the customer to choose Slow Fashion.   Method: In order to fulfil the purpose and answer the research question, a qualitative study was implemented through semi-structured, in depth interviews of which the results were compared and analysed with existing research and theories. The interviewees were all selected from their expertise regarding the subject. Participating companies were selected through convenience sampling and the experts participating through snowball sampling   Conclusion: The results shows that providing the consumer with transparency, information and anti-consumption would be a successful way to promote Slow Fashion businesses in order to stay competitive. However, it is uncertain if using one of these strategies leads to a competitive advantage. One has to keep the same message through all elements of the promotion in order to stay true. The proposed promotion strategy ought to be involving the consumer through communities and repair shops and going together as a movement of the whole industry.

Die Thesis befasst sich mit gegenwärtigen Regulierungsmaßnahmen gegen den Overtourism in europäischen Städetedestinationen (Amsterdam, Barcelona, Berlin, Venedig). Ein Demarketingmix für Destinationen wurde entwickelt, der als Maßnahmenkatalog verwendet werden kann. Diese Arbeit führt Touristiker in das Thema des Demarketings ein und zeigt Umsetzungsmöglichkeiten im Destinationskontext auf. Entscheidern in Destinationen werden Kenntnisse über Tools und Best Practise Beispiele geliefert, wie sie den Overtourism in ihren Städten angehen können.:1 Forschungsportrait 1.1 Motivation und Zielsetzung 1.2 Aufbau der Arbeit und Forschungsvorgehen 2 Aktueller Forschungsstand zum Demarketing 2.1 Definitionen 2.2 Bedeutung 2.3 Entwicklung 2.4 Formen und Arten des Demarketing 2.5 Der Demarketing-Prozess (Vier-Phasen-Modell) 2.6 Anwendungsfeld Tourismus (Destinationen) 3 Problem Overtourism 3.1 Begriffsbestimmung 3.2 Entstehungsursachen 3.3 Charakteristiken 3.4 Ausprägung des Overtourism in ausgewählten Beispielstädten 3.5 Zukunftsaussichten 4 Benchmarkanalyse von Maßnahmen und Regulierungsansätzen in Städten 4.1 Auswahl der Kriterien 4.2 Amsterdam 4.3 Barcelona 4.4 Berlin 4.5 Venedig 4.6 Resümee 5 Potenziale und Grenzen des Einsatzes von Demarketing in Destinationen 6 Praktische Implementierung 6.1 Überblick und Aufbau des Demarketingmix 6.2 Instrumente Produkt 6.3 Instrumente Preis 6.4 Instrumente Kommunikation 6.5 Instrumente Vertrieb 7 Fazit und kritische Würdigung

As societies across the world are facing grim problems regarding the consumption of tobacco products and alcohol, the Governments of these societies are adapting their strategies to reduce the consumption of these harmful products. These demarketing strategies are implemented to discourage the use of these products and increase the health of consumers. These strategies include a strenuous legal limit when driving under the influence of alcohol, enforcing the placement of warning labels on both cigarette packages as well as alcoholic beverages. Also included are penalties when failing to adhere to these laws, increasing prices, limiting the availability, restricting promotion and advertising, the list goes on. It is therefore seen fit to examine the attitudes of black Generation Y students’ towards the demarketing of smoking and alcohol consumption, because of the research gap concerning black Generation Y students. The primary purpose of this research study was to conclude the attitudes towards the demarketing of smoking and alcohol consumption amongst black Generation Y students within South Africa, and more specifically the Vaal Triangle region. The target population for this study comprised black Generation Y students, aged 18 to 24. A non-probability convenience sample of 200 respondents at each of the two higher education institutions was randomly chosen to participate in this research study making the total sample size 400. A self-administered questionnaire was handed out to each of the respondents to complete. The questionnaire consisted of three sections; Section A – demographical information, Section B – tobacco questionnaire and Section C – alcohol questionnaire. It was required of the respondents to complete the three sections, indicating their agreement or disagreement towards demarketing on a five-point Likert scale. The literature review included in this study comprised marketing as an organisational philosophy and function, market segmentation, targeting and positioning, as well as demarketing. The traditional marketing mix, consumption patterns within South Africa concerning smoking and alcohol, demarketing as a form of social responsibility were also discussed. The term demarketing, the marketing mix in terms of demarketing and the Generation Y cohort were also included within the literature review. The main finding obtained from the main survey questionnaire was that black Generation Y students’ had a positive attitude towards the demarketing of smoking and alcohol consumption. The remaining findings obtained are discussed in order to enhance the understanding of the black Generation Y students’ cohort attitudes. The recommendations for this study are given to guide the successful implementation of demarketing of cigarettes and alcohol. It is concluded from the research, that black Generation Y students’ attitudes towards the demarketing of smoking and alcohol consumption is positive, and that they are in favour of persuading consumers to reduce consumption and ultimately quit the consumption of these products. Therefore, organisations and the Government should continue to implement these demarketing strategies towards smoking and alcohol, especially amongst the black Generation Y students. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

As societies across the world are facing grim problems regarding the consumption of tobacco products and alcohol, the Governments of these societies are adapting their strategies to reduce the consumption of these harmful products. These demarketing strategies are implemented to discourage the use of these products and increase the health of consumers. These strategies include a strenuous legal limit when driving under the influence of alcohol, enforcing the placement of warning labels on both cigarette packages as well as alcoholic beverages. Also included are penalties when failing to adhere to these laws, increasing prices, limiting the availability, restricting promotion and advertising, the list goes on. It is therefore seen fit to examine the attitudes of black Generation Y students’ towards the demarketing of smoking and alcohol consumption, because of the research gap concerning black Generation Y students. The primary purpose of this research study was to conclude the attitudes towards the demarketing of smoking and alcohol consumption amongst black Generation Y students within South Africa, and more specifically the Vaal Triangle region. The target population for this study comprised black Generation Y students, aged 18 to 24. A non-probability convenience sample of 200 respondents at each of the two higher education institutions was randomly chosen to participate in this research study making the total sample size 400. A self-administered questionnaire was handed out to each of the respondents to complete. The questionnaire consisted of three sections; Section A – demographical information, Section B – tobacco questionnaire and Section C – alcohol questionnaire. It was required of the respondents to complete the three sections, indicating their agreement or disagreement towards demarketing on a five-point Likert scale. The literature review included in this study comprised marketing as an organisational philosophy and function, market segmentation, targeting and positioning, as well as demarketing. The traditional marketing mix, consumption patterns within South Africa concerning smoking and alcohol, demarketing as a form of social responsibility were also discussed. The term demarketing, the marketing mix in terms of demarketing and the Generation Y cohort were also included within the literature review. The main finding obtained from the main survey questionnaire was that black Generation Y students’ had a positive attitude towards the demarketing of smoking and alcohol consumption. The remaining findings obtained are discussed in order to enhance the understanding of the black Generation Y students’ cohort attitudes. The recommendations for this study are given to guide the successful implementation of demarketing of cigarettes and alcohol. It is concluded from the research, that black Generation Y students’ attitudes towards the demarketing of smoking and alcohol consumption is positive, and that they are in favour of persuading consumers to reduce consumption and ultimately quit the consumption of these products. Therefore, organisations and the Government should continue to implement these demarketing strategies towards smoking and alcohol, especially amongst the black Generation Y students. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013