Abstract:Effective demarketing can persuade consumers to reduce the waste of resources. This study focuses on how de ̄ marketing reduces consumers′ inclination to waste through steering the psychological distance of appeals and recognizing consumers′ demands. The results show that firstlyꎬ close psychological distance ( vs. long distance) of appeals performs better in demarketingꎻ secondꎬ strong consumer demand (vs. mild consumer demand) is more susceptible to demarketing effortsꎻ thirdꎬ the combination of close psychological distance appeal and strong consumer demand produces best demar ̄ keting effectꎻ lastlyꎬ behavioral efficacy is the intermediary variant between demarketing efforts and its performance. Thereforeꎬ in the practice of demarketingꎬ consumer demand recognition should be stressed and psychological distance of appeals should be cut short to boost consumers′ behavioral efficacy and improve demarketing performance.