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Dr Diana Gregory-Smith

Dr Diana Gregory-Smith

Reader in Marketing



Prior to joining Newcastle University she has worked as Senior Lecturer in Marketing at the University of Birmingham and Lecturer in Marketing at the University of Sheffield and Durham. Prior to this she held a position as a Graduate Teaching Assistant at the University of Nottingham in the Business School, where she also completed her PhD.

Diana's research crosses over several fields: 1) ethical and sustainable marketing and consumption; 2) employee pro-environmental behaviour in the workplace; 2) the psychology of decision making and behaviour change; 3) health and social marketing; 4) technology and consumer behaviour. As an interdisciplinary researcher, Diana's work has been published in a range of subject-specific and interdisciplinary journals such as the Psychology and Marketing, Journal of Marketing Management, Journal of Marketing Communications, Journal of Business Ethics, Computers in Human Behavior, Annals of Tourism Research, Tourism Management, Studies in Higher Education, Frontiers in Psychology, Interface Focus amongst others.

Google Scholar:scholar.google.co.uk/citations?hl=en&user=bBha_BYAAAAJ&view_op=list_works&sortby=pubdate

Research interests

  • ethical and sustainable marketing and consumption
  • employee pro-environmental behaviour in the workplace
  • the psychology of decision making and behaviour change
  • technology and consumer behaviour

Research Tag Cloud


Diana is a Member of the Chartered Institute of Marketing and Fellow of the Higher Education Academy with over 10 years of teaching experience at both undergraduate and postgraduate level. Her teaching is closely informed by her academic research and collaborations with partners from the industry. She adopts a teaching style encourages continuous interaction and reflection, as well as the development of key academic and practical skills.



  1. Verfuerth C, Jones CR, Gregory-Smith D, Oates C (2019). Understanding contextual spillover: Using identity process theory as a lens for analysing behavioural responses to a workplace dietary choice intervention. Frontiers in Psychology. Vol. 10 [Open]

  2. 2018

  3. Manika D, Gregory-Smith D, Papagiannidis S (2018). The influence of prior knowledge structures on website attitudes and behavioral intentions. Computers in Human Behaviour. Vol. 78, pp. 44-58. [Open]
  4. Manika D, Gregory-Smith D, Wells V, Trombetti E (2018). 'Student Switch Off!': How do university students respond to a corporate-sponsored pro-environmental social marketing campaign?. Studies in Higher Education. [Open]
  5. Wells VK, Gregory-Smith D, Manika D (2018). Introduction to the Research Handbook on Employee Pro-Environmental Behaviour. Research Handbook on Employee Pro-Environmental Behaviour. pp. 1-12. [Open]
  6. Verfuerth C, Gregory-Smith D (2018). Spillover of pro-environmental behaviour. Research Handbook on Employee Pro-Environmental Behaviour. pp. 455-484. [Open]

  7. 2017

  8. Gregory-Smith D, Manika D, Wells V, Veitch T (2017). Examining the Effect of an Environmental Social Marketing Intervention among University Employees. Studies in Higher Education. Vol. 43(11), pp. 2104-2120. [Open]
  9. Gregory-Smith D, Wells V, Manika D, McElroy D (2017). An environmental social marketing intervention in cultural heritage tourism: a realist evaluation. Journal of Sustainable Tourism. Vol. 25(7), pp. 1042-1059. [Open]
  10. Gregory-Smith D, Manika D, Demirel P (2017). Green intentions under the blue flag: Exploring differences in EU consumers? willingness to pay more for environmentally-friendly products. Business Ethics: A European Review. Vol. 26(3), pp. 205-222. [Open]
  11. Gregory-Smith D, Manika D (2017). Consumers? identities and compartmentalization tendencies in alcohol consumption. Journal of Marketing Management. Vol. 33(11-12), pp. 942-972. [Open]
  12. Manika D, Gregory-Smith D, Antonetti P (2017). Pride in Technology?Based Health Interventions: A Double?Edged Sword. Psychology & Marketing. Vol. 34(4), pp. 410-427. [Open]
  13. Manika D, Gregory-Smith D (2017). Health marketing communications: An integrated conceptual framework of key determinants of health behavior across the stages-of-change. Journal of Marketing Communications. Vol. 23(1), pp. 22-72. [Open]

  14. 2016

  15. Wells V, Taheri B, Gregory-Smith D, Manika D (2016). The role of generativity and attitudes on employees home and workplace water and energy saving behaviours. Tourism Management. Vol. 56, pp. 63-74. [Open]
  16. Manika D, Gregory-Smith D, Wells V, Comerford L, Aldrich-Smith L (2016). Linking Environmental Sustainability and Healthcare: Exploring the effects of an energy saving intervention in two hospitals. International Journal of Business Science and Applied Management. Vol. 11(1), pp. 32-54. [Open]
  17. Wells V, Gregory-Smith D, Taheri B, Manika D, McCowlen C (2016). An Exploration of CSR Development In Heritage Tourism. Annals of Tourism Research. Vol. 58, pp. 1-17. [Open]

  18. 2015

  19. Manika D, Wells V, Gregory-Smith D, Gentry M (2015). The Impact of Individual Attitudinal and Organisational Variables on Workplace Environmentally Friendly Behaviors. Journal of Business Ethics. Vol. 126(4), pp. 663-684. [Open]
  20. Wells V, Manika D, Gregory-Smith D, Taheri B, McCowlen C (2015). Heritage tourism, CSR and the role of employee environmental behavior. Tourism Management. Vol. 48, pp. 399-413. [Open]
  21. Gregory-Smith D, Wells V, Manika D (2015). An Environmental Social Marketing Intervention among Employees: Assessing Attitude and Behaviour Change. Journal of Marketing Management. Vol. 31(3-4), pp. 336-377. [Open]
  22. Schutte L, Gregory-Smith D (2015). Neutralisation and mental accounting in ethical consumption: The case of sustainable holidays. Sustainability. Vol. 7(6), pp. 7959-7972. [Open]

  23. 2013

  24. Gregory-Smith D, Smith A, Winklhofer H (2013). Emotions and dissonance in ?ethical? consumption choices. Journal of Marketing Management. Vol. 29(11-12), pp. 1201-1223. [Open]
  25. Wells VK, Greenwell F, Covey J, Rosenthal H, Adcock M, Gregory-Smith D (2013). An exploratory investigation of barriers and enablers affecting investment in renewable companies and technologies in the UK. Interface Focus. Vol. 3(1) [Open]

  26. 2011

  27. Gregory-Smith Ene D, Schofield P (2011). An integrated approach to consumer decision making for budget city breaks: the role of emotion. International Journal of Tourism Research. Vol. 13 [Open]