Negative demand is consumers disliking a product or service. The reasons for which could be the product’s unethical roots and allegiances, negative social image, etc. Courtesy such aversion, consumers may either strive to avoid scenarios needing the offering or won’t mind paying a premium for alternatives.
For instance, exercising and incorporating good food habits (to not fall sick) and visit the doctor, or buying more expensive First World-made products to discourage unfair labor practices in Second or Third World countries are typical responses to associated negativities. Consumers not buying chicken during avian influenza (bird flu) and resorting to the more expensive seafood varieties, fear of air travel, etc. are a few other negative demand examples.