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.

摘要

这项研究导致了关于从工作场所到家庭环境的情境溢出效应（即一种行为对另一种行为的连锁反应）的知识冲突。在一家食堂进行了社会营销干预，其中红肉餐被白肉和植物性替代品所取代，同时还开展了宣传活动。13 名员工接受了两次采访（干预前和干预后总共 26 次采访）。研究结果表明，一个双向路径框架（积极和缺乏溢出）得到了一系列因素的支持。研究结果允许将因素分组为情境溢出的促进因素和障碍以及三维类型学。总体而言，研究结果表明，工作场所的社会营销干预可以导致家庭可持续的食品消费。这些影响受到障碍和促进因素的影响，这些障碍和促进因素可能导致其他类型行为的表现或缺乏。讨论了由此产生的实际影响。