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

Abstract

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.