An Environmental Social Marketing Intervention among Employees: Assessing Attitude and Behaviour Change

Gregory-Smith, D.; Wells, V.K.; Manika, D.; Graham, S.

doi:10.1080/0267257x.2014.971045

An Environmental Social Marketing Intervention among Employees: Assessing Attitude and Behaviour Change

Gregory-Smith, D.; Wells, V.K.; Manika, D.; Graham, S.

Authors

D. Gregory-Smith

V.K. Wells

D. Manika

S. Graham

Abstract

The paper examines the impact of individual and organisational factors on two simultaneous environmental social marketing interventions (SmartPrint and heating/cooling) and types of behaviours (recycling, printing and heating/cooling), among employees of a British City Council. Using a quantitative methodology, in the form of a situated experiment, self-reported attitudes, perceptions of organisational support, self-reported behaviours and actual behaviours were measured before and after the interventions. The interventions generated significant changes in employees’ overall environmental behaviour, heating/cooling behaviour and in some perceptions of organisational support (support and incentives/rewards). Findings are used to detail recommendations for future campaigns aiming to improve organisations’ environmental performance and to drive enduring employee behavioural change.

Citation

Gregory-Smith, D., Wells, V., Manika, D., & Graham, S. (2015). An Environmental Social Marketing Intervention among Employees: Assessing Attitude and Behaviour Change. Journal of Marketing Management, 31(3-4), 336-377. https://doi.org/10.1080/0267257x.2014.971045

Journal Article Type	Article
Online Publication Date	Oct 20, 2014
Publication Date	Jan 1, 2015
Deposit Date	Apr 28, 2014
Publicly Available Date	Apr 20, 2016
Journal	Journal of Marketing Management
Print ISSN	0267-257X
Electronic ISSN	1472-1376
Publisher	Taylor and Francis Group
Peer Reviewed	Peer Reviewed
Volume	31
Issue	3-4
Pages	336-377
DOI	https://doi.org/10.1080/0267257x.2014.971045
Keywords	Social marketing, Intervention, Environmental attitudes, Employee environmental behaviour, Perceptions of organisational support.
Public URL	https://durham-repository.worktribe.com/output/1466129

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Copyright Statement
This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Management on 20/10/2014, available online at: http://www.tandfonline.com/10.1080/0267257X.2014.971045.