Creating Healthy Golden Generation Without Cigarettes: Demarketing Strategy in Indonesia
DOI:
https://doi.org/10.14738/abr.91.9583Keywords:
: Golden Generation, Millenials, Demarketing Strategy, Intention to Quit, Cigarette, SEM, IndonesiaAbstract
The millennial generation is the golden generation that will become the nation's foundation and agents of change for a country. Creating a healthy golden generation is one of the requirements for an increase in the human development index of an area, which affects increasing the quality and quantity of this golden generation. The smoking lifestyle is one of the problems faced by the younger generation, and a solution must be found so that the dreams of a healthy young generation can be created. This paper is an empirical study that examines the demarketing strategy to reduce smoking lifestyles and intention to quit smoking among the younger generation. This research was conducted by surveying the Indonesian millennial generation with a sample in North Sulawesi Province. Data analysis using SEM analysis of the demarketing strategy model. This study provides an overview of the determinants of the demarketing strategy for the Millennial generation in Indonesia, namely the factors that affect the intention to quit smoking in the younger generation. The implications and limitations of the study are also discussed in this paper.
References
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Aditama, T. Y. (2002). Smoking Problem in Indonesia. Medical Journal of Indonesia, 11(1), 56–65. https://doi.org/10.13181/mji.v11i1.52
Bagozzi, R. (1992). The self-regulation of attitudes, intentions, and behaviour. Social Psychology Quarterly, 55, 178–204.
Barber, S., Adioetomo, S. A., Ahsan, A., & Setyonaluri, D. (2008). Tobacco Economics in Indonesia. International Union Against Tuberculosis and Lung Disease (The Union). https://web.archive.org/web/20170110133556/http://global.tobaccofreekids.org/files/pdfs/en/Indonesia_tobacco_taxes_report_en.pdf
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Camenga, D. R., & Klein, J. D. (2016). Tobacco Use Disorders. Child and Adolescent Psychiatric Clinics of North America, 25(3), 445–460. https://doi.org/10.1016/j.chc.2016.02.003
Chauhan, H., & Setia, P. (2016). Discouraging cigarette smoking through de-marketing strategies. Future Business Journal, 2(1), 31–39. https://doi.org/10.1016/j.fbj.2016.01.002
Cintrón, V. Q., Hack, J. V., Rivera, M. B. P., Velázquez, A. Y. M., & Pellot, J. D. (2017). The Evolution of Demarketing Literature. Forum Impresarial, 22(1), 77–108. https://www.researchgate.net/publication/320957845_The_Evolution_of_Demarketing_Literature
DaCosta, B., Kinsell, C., & Nasah, A. (2011). Millennials are Digital Natives? An Investigation into Digital Propensity and Age. In Teaching, Learning and the Net Generation: Concepts and Tools for Reaching Digital. IGI Global. https://www.researchgate.net/publication/287575065_Millennials_are_Digital_Natives_An_Investigation_into_Digital_Propensity_and_Age
Dwidienawati, D., & Gandasari, D. (2018). Understanding Indonesia’s Generation Z. International Journal of Engineering & Technology, 3(25), 245–252. https://doi.org/10.14419/ijet.v7i3.25.17556
Foot, D. K., & Stoffman, D. (1998). Boom, Bust and Echo 2000: Profiting from the Demographic Shift in the New Millennium. Macfarlane, Walter & Ross.
Frey, W. H. (2018). The millennial generation: A demographic bridge to America’s diverse future. Brookings. https://www.brookings.edu/research/millennials/
Galea, S. (2017). Millennials and the Future of Public Health [Education]. Boston University School of Public Health. https://www.bu.edu/sph/news/articles/2017/millennials-and-the-future-of-public-health/
Glick, M. (2020). Editorial, Health in 2020 and beyond: What do thenumbers tell us? The Journal of The American Dental Association, 151(1), 1–3. https://doi.org/10.1016/j.adaj.2019.11.007
Goldman Sachs. (2020). Millennials Infographic [Research]. Goldman Sachs. https://www.goldmansachs.com/insights/archive/millennials/
Hanifi, R. Z., & Wandebori, H. (2015). The Effectiveness of Anti Smoking Campaign Based on Customers Perception Toward Smoking and Anti Smoking Campaign. Journal of Business and Management, 4(1), 193–206. https://journal.sbm.itb.ac.id/index.php/jbm/article/download/1399/835
Howe, N., & Strauss, W. (2000). Millennials Rising: The Next Great Generation. Vintage.
IDN Research Institute. (2020). Indonesia Millennial Report 2020: Understanding Millennial’s Behaviours and Demistifying Their Stereotypes (Marketing Research; Indonesia Millennial Report 2020:). IDN Media. https://cdn.idntimes.com/content-documents/Indonesia-millennial-report-2020-by-IDN-Research-Institute.pdf
Inness, M., Barling, J., Rogers, K., & Turner, N. (2008). De-marketing Tobacco ThroughPrice Changes and ConsumerAttempts Quit Smoking. Journal of Business Ethics, 77(1), 405–416. https://doi.org/10.1007/s10551-007-9356-x
Kamide, K., & Kabayama, M. (2016). Smoking and Lifestyle-Related Diseases. Journal of Druge Abuse and Addiction, 3(1), 1008. https://austinpublishinggroup.com/drug-abuse-addiction/fulltext/ajdaa-v3-id1008.php
Kotler, P., & Levy, S. J. (1971). Demarketing, yes, demarketing. Harvard Business Review, 49(6), 74–80. https://web.uniroma1.it/dip_management/sites/default/files/allegati/Kotler%20%26%20Levy%20(1971)%20-%20Demarketing%2C%20yes%2C%20demarketing%20-%20Harvard%20Business%20Review.pdf
Kovac, V. B., & Rise, J. (2011). Predicting the Intention to Quit Smoking in aNorwegian Sample. Nordic Psychology, 63(3), 68–82. https://doi.org/1901-2276/a000040
Moody’s Analytics. (2019). The Economic Consequences of Millennial Health [Report]. Blue Cross Blue Shield.
MSCI. (2020). Millennials Demographic change and the impact of a generation, The Thematic Insight [The Thematic Insight]. Morgan Stanley Capital Internationl (MSCI). https://www.msci.com/documents/1296102/17292317/ThematicIndex-Millenials-cbr-en.pdf/44668168-67fd-88cd-c5f7-855993dce7c4#:~:text=In%202020%2C%20approximately%201.8%20billion,1980s%20to%20the%20mid%2D1990s.
Ng, E. S. W., & Johnson, J. M. (2015). Millennials: Who are they, how are they different, and why should we care? In The Multi-generational and Aging Workforce: Challanges and Opportunities (Ronald J. Burke, Cary L. Cooper, Alexander-Stamatios G. Antoniou). Edward Elgar Publishing Inc. https://www.researchgate.net/publication/282368010_Millennials_Who_are_they_how_are_they_different_and_why_should_we_care
Olatunde, O. P., Niyi, A. S., & Adijimi, S. O. (2020). Demarketing of Tobacco in Nigeria: The Role of the Marketing Mix. European Journal of Logistics, Purchasing and Supply Chain Management, 8(1), 1–14. https://www.eajournals.org/journals/european-journal-of-logistics-purchasing-and-supply-chain-management-ejlpscm/vol-8-issue-1-march-2020/demarketing-of-tobacco-in-nigeria-the-role-of-the-marketing-mix/
Pyöriä, P., Ojala, S., Saari, T., & Järvinen, K.-M. (2017). The Millennial Generation: A New Breed of Labour? SAGE Open, January-March, 1–14. https://doi.org/10.1177/2158244017697158
Rokhman, F., Syaifudin, A., & Yuliati. (2014). Character Education For Golden Generation 2045 (National Character Building for Indonesian Golden Years). Procedia - Social and Behavioral Sciences, 141(1), 1161–1165. https://doi.org/10.1016/j.sbspro.2014.05.197
Sheeran, P. (2002). Intention-Behavior Relations: A Conceptual and Empirical Review. European Review of Social Psychology, 12(1), 1–36. https://doi.org/10.1080/14792772143000003
Shiu, E., Hassan, L. M., & Walsh, G. (2008). Demarketing tobacco through governmental policies–The 4Ps revisited. Journal of Business Research, 62(2), 269–278. https://doi.org/10.1016/j.jbusres.2008.01.034
Sutarna, N. (2018). Strengthening Character Education Based on Islam for Millennial Generation in Digital Era. 221–228. http://ecampus.iainbatusangkar.ac.id/ojs/index.php/proceedings/article/download/1311/1120
Triandis, H. C. (1980). Values, attitudes, and interpersonal behavior. 27, 195–259. https://psycnet.apa.org/record/1982-21073-001
United Nations. (2020). 2019 Revision of World Population Prospects (World Population Prospects 2019). UN. https://population.un.org/wpp/
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Published
2021-01-17
How to Cite
Tielung, M. V. (2021). Creating Healthy Golden Generation Without Cigarettes: Demarketing Strategy in Indonesia. Archives of Business Research, 9(1), 36–43. https://doi.org/10.14738/abr.91.9583
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