A new book publication by Dr Ahmed Muneeb Mehta, Principal, Hailey College of Banking & Finance contributes to the global discussion on responsible consumption and sustainability.

Demarketing: Diminishing Demand for Unsustainable Products has been published internationally as the result of a research collaboration between eminent scholars from Poland, Vietnam, and Indonesia.

The book examines demarketing as a strategic framework used by organizations and policymakers to reduce demand for products and services that create environmental, social, and public health harm. Drawing on international case studies including tobacco control, single use plastics, and energy products, it explores how pricing, regulation, and communication can be applied to discourage consumption rather than promote it.

This publication adds to Hailey College of Banking and Finance’s ongoing focus on research that engages with real-world economic and social challenges. The open access format makes the work available to researchers, students, policymakers, and practitioners globally.

The book can be accessed here:
https://manajemen.feb.unair.ac.id/virtual-library/ebookmn/1801-demarketing-2.html

About Hailey College of Banking and Finance
Hailey College of Banking and Finance is a constituent College of the University of the Punjab, recognized for its contributions to business education, research, and ethical leadership in public finance and policy, Islamic banking, sustainability and management.