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Reducing meat consumption at work and at home: facilitators and barriers that influence contextual spillover

Lookup NU author(s): Professor Diana Gregory-SmithORCiD

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).

Abstract

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.

Publication metadata

Author(s): Verfuerth C, Gregory-Smith D, Oates CJ, Jones CR, Alevizou P

Publication type: Article

Publication status: Published

Journal: Journal of Marketing Management

Year: 2021

Volume: 37

Issue: 7-8

Pages: 671-702

Online publication date: 02/03/2021

Acceptance date: 05/01/2021

Date deposited: 19/03/2021

ISSN (print): 0267-257X

ISSN (electronic): 1472-1376

Publisher: Routledge

URL: https://doi.org/10.1080/0267257X.2021.1888773

DOI: 10.1080/0267257X.2021.1888773

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