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

Verfuerth, Caroline ORCID:, Gregory-Smith, Diana, Oates, Caroline J., Jones, Christopher R. and Alevizou, Panayiota 2021. Reducing meat consumption at work and at home: facilitators and barriers that influence contextual spillover. Journal of Marketing Management 37 (7-8) , pp. 671-702. 10.1080/0267257X.2021.1888773

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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.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Psychology
Publisher: Taylor & Francis
ISSN: 0267-257X
Date of First Compliant Deposit: 8 March 2021
Date of Acceptance: 5 January 2021
Last Modified: 13 Nov 2023 10:49

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