Demarketing strategies to rationalize electricity consumption in the Gaza Strip-Palestine

This paper assesses potential for reduction in electricity consumption in response to demarketing strategy, and moderating effects of key consumer characteristics predispositions in Gaza Strip (GS) of Palestine. Demarketing strategy comprises four elements; product (i.e., electricity), price (i.e. electricity price), place (i.e., supply network and alternative energy systems), and promotion (i.e., campaigns aimed at curbing electricity consumption). The moderators include three consumer latent predispositions; consumer awareness (of the importance of rationalizing consumption), consumer motivation (for rationalizing consumption), and consumer attitudes (toward the electricity supply company). The study was conducted using a questionnaire, administered in-person, on a stratified random sample of 359 inhabitants drawn across the GS. The results confirmed consistent positive effects of promotion, place, and product, on consumer intention to reduce electricity consumption. These effects were reinforced by higher consumer awareness, higher motivation, and more favorable attitudes toward the supply company. Furthermore, these effects are stronger for younger consumers, married, households whose head is a female, as well as lower education and income groups.