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

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.

KEYWORDS:

• Contextual spillover
• workplace setting
• home setting
• social marketing intervention
• meat consumption

Disclosure statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Additional information

Funding

This study was funded as part of a 3-year PhD programme, the Sheffield University Management School Doctoral Scholarship Award, by the University of Sheffield Management School awarded to Caroline Verfuerth in 2015.

Notes on contributors

Caroline Verfuerth

Dr Caroline Verfuerth is a Research Associate in the Centre for Climate Change and Social Transformations, based at Cardiff University. Caroline’s research interests concern factors that surround transitions to sustainable lifestyles, sustainable diets, and deliberative research methods. She joined Cardiff University as a Research Associate after completing her PhD at the University of Sheffield in which she investigated the effects of a meat reduction intervention in a workplace on employees’ pro-environmental behaviours at home. Using mixed methods approaches, her previous research centred around promoting sustainable lifestyles and behaviour change, with a particular focus on sustainable diets and identity. Caroline’s work has been published in journals such as Frontiers in Psychology and Gaia.

Diana Gregory-Smith

Dr Diana Gregory-Smith is a Reader (Associate Professor) in Marketing at Newcastle University Business School. Diana’s academic research interests and engagement activities with industry are linked to global challenges such as environmental and health issues. Her research proposes a holistic consideration of individuals’ concurrent roles and choices which have implications for product development, social marketing, branding and CSR communications., Diana’s work has been published in a range of subject-specific and interdisciplinary journals such as the Journal of Business Ethics, European Management Review, Psychology and Marketing, Computers in Human Behavior, Journal of Marketing Management, Tourism Management, Studies in Higher Education, and Frontiers in Psychology, amongst others. Her research has been funded by ESRC, Procter & Gamble, European Regional Development Fund, EPSRC/ IAA funding, and the British Psychological Society.

Caroline J. Oates

Dr Caroline J. Oates is Reader in Marketing at the University of Sheffield Management School. Her main research interests lie in the area of consumer behaviour, both in terms of sustainability and marketing to children. She has published widely in journals such as Psychology & Marketing, Sociology, Journal of Consumer Policy, Frontiers in Psychology and European Journal of Marketing, and has co-authored three books. Caroline founded the Special Interest Group on Sustainability for the global Academy of Marketing network and until recently served as the SIG Chair. Her research has been funded by bodies including the ESRC, Nuffield Foundation, and The Marketing Trust.

Christopher R. Jones

Dr Christopher R. Jones is a Senior Lecturer in Social and Environmental Psychology, with particular interests in attitudes and behaviours towards energy and environment. His research focuses on public attitudes and responses to environmental change. The interdisciplinary and applied nature of his research has led to collaborations with a number of disciplines, including chemical engineering, town and regional planning, geography, landscape, computer science, management, journalism studies and sustainable fashion. Alongside his research and teaching roles, Chris is the Impact Lead and the Employability Lead for the School of Psychology. Chris’ work has been published widely in journals such as Energy Policy, Energy Research and Social Science, Environment and Behavior, and Sustainable Production and Consumption.

Panayiota Alevizou

Dr Panayiota Alevizou is a Lecturer in Marketing at the University of Sheffield Management School and is a member of the SIG Sustainability (Academy of Marketing). The key pillars of her research are the engagement of consumers with eco labels and certifications and companies’ sustainability communication strategies. She has edited and authored several books and has received the 2017 Emerald Literati Network Awards for Excellence. Panayiota’s work has been published widely including in journals such as Journal of Marketing Management, International Journal of Business and Globalisation, Journal of Fashion Marketing and Management, and Journal of Marketing Communications.