الفهرس 
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Abstract
This study aims to identify the direct effect of demarketing (product, price, place, and promotion) on customers’ intention to reduce water consumption in Mansoura. It also investigates the moderating role of switching cost on the relationship between demarketing and customers’ intention to reduce water consumption. This study adopted a post-positivist philosophy, deductive approach and quantitative method. Data were collected from 390 customers. Path Analysis was employed to test the research hypotheses, using Amos 24. The research results revealed that demarketing (product, price, place, and promotion) significantly influenced customers’ perception which significantly affects customers’ attitude. Besides, demarketing and customers’ attitude significantly influence customers’ intention to reduce water consumption. Finally, there is a significant moderating effect of switching cost on the relationship between demarketing and customers’ intention to reduce water consumption.