Template-Type: ReDIF-Article 1.0
Author-Name: Farid Zakaria Abid
Author-Name-First: Farid
Author-Name-Last: Abid
Author-Email: z.abid@cu-aflou.edu.dz
Author-Workplace-Name: University Center of Aflou, Aflou-Laghouat, Algeria
Title: The mediating role of demarketing in the relationship between perceived quality and smoking cessation in Algeria. Part I.
Abstract: This study focuses on the role of perceived tobacco quality in promoting smoking cessation in Algeria through demarketing strategies, using behavioral economics as a theoretical framework. It aims to analyze the relationship between perceived tobacco quality and smoking cessation, while examining the mediating effects of product and pricing strategies and promotion and distribution strategies. The sample included 1,473 smokers from all 58 Algerian provinces, with data collected via an electronic questionnaire based on statistically validated scales. Results revealed that perceived tobacco quality had a direct effect on smoking cessation (β = 0.250), while M1 and M2 collectively explained 37.5% of the relationship through an indirect effect of 0.150. A sequential mediation pathway was identified, demonstrating how structural interventions (M1) such as taxation and pricing policies create the foundation for the success of behavioral campaigns (M2). The findings emphasized the importance of integrating economic measures (e.g., taxes) with psychological tactics (e.g., loss-framing messages) to enhance intervention effectiveness, alongside cultural adaptation (e.g., aligning campaigns with religious values or family health priorities) to ensure contextual relevance in Algeria. This provides a practical framework for governments and health organizations to design innovative, culturally tailored anti-smoking strategies in resource-constrained settings.
Classification-JEL: M31, D12, Z18, C51
Keywords: demarketing, perceived quality, smoking cessation, mediating  
Journal: Marketing Science & Inspirations
Pages: 51-57
Volume: 21
Issue: 2
Year: 2026
File-URL: https://msijournal.com/mediating-role-demarketing-smoking-cessation-i/
Handle: RePEc:cub:journm:v:21:y:2026:i:2:p:51-57