The objective of this research was to explore the influence of demarketing strategies on rationalization of household food waste “HFW” in the Gaza Strip “GS”, Palestine. More specifically, this paper concentrated on better understanding of the nature and meaning of demarketing, as well as identifying the factors that drive demarketing and develop a HFW demarketing model. To gather primary data, an empirical research was conducted with 326 questionnaires from the Palestinian citizens in the GS. The findings indicate that there is a relationship between independent variables (product, price, place, and promotion) and the dependent variable (the customer’s behavioral intention towards rationalization of HFW) for a number of reasons that were investigated during the research. The paper then concluded with recommendations for future academic studies and policymakers in Palestine
