Browse by author
Lookup NU author(s): Professor Diana Gregory-SmithORCiD
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).
This study contributes to conflicting knowledge on contextual spillover effects from the workplace to the home setting (i.e. knock-on effects of one behaviour to another). A social marketing intervention was staged in a canteen in which red meat meals were replaced with white meat and plant-based alternatives, together with an information campaign. Thirteen employees were interviewed twice (pre- and post-intervention totalling 26 interviews). The findings indicated a two-way pathway framework (for positive and lack of spillover) which is supported by a range of factors. The findings allowed the grouping of factors into facilitators and barriers of contextual spillover and a three-dimensional typology. Overall, the findings showed that a social marketing intervention in a workplace can lead to sustainable food consumption at home. These effects are influenced by barriers and facilitators which can lead to the manifestation of other types of behaviour or a lack thereof. Resulting practical implications are discussed.
Author(s): Verfuerth C, Gregory-Smith D, Oates CJ, Jones CR, Alevizou P
Publication type: Article
Publication status: Published
Journal: Journal of Marketing Management
Online publication date: 02/03/2021
Acceptance date: 05/01/2021
Date deposited: 19/03/2021
ISSN (print): 0267-257X
ISSN (electronic): 1472-1376
Altmetrics provided by Altmetric