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Staff Profile

Professor Diana Gregory-Smith

Professor of Marketing & Sustainability

  • Email: diana.gregory-smith@ncl.ac.uk
  • Telephone: +44 (0) 191 20 81729
  • Address: Newcastle University Business School, Newcastle University
    5 Barrack Road, Newcastle upon Tyne
    NE1 4SE
Background

Diana Gregory-Smith is a Professor of Marketing & Sustainability within the Marketing group. She joined Newcastle University Business School in March 2019, having previously worked at the University of Birmingham, University of Sheffield and Durham University. She initially held a position as a Graduate Teaching Assistant at the University of Nottingham (Business School), where she also completed her PhD in 2012.


Diana's research crosses over several fields: 1) ethical and sustainable marketing and consumption; 2) employee pro-environmental behaviour in the workplace; 3) the psychology of decision making and behaviour change; 4) health and social marketing; 5) 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 Business Ethics, European Management Review, Annals of Tourism Research, Tourism Management, Journal of Sustainable Tourism, Technological Forecasting and Social Change, Studies in Higher Education, and Frontiers in Psychology, amongst others.


She sits on the Editorial Board of the British Journal of Management and Journal of Sustainable Tourism. Diana is also an Associate Editor for the Journal of Marketing Management; Business and Society Review; and Frontiers in Sustainability. She has been co-editing several special issues in top international journals including: Journal of Product Innovation Management, Journal of Business Ethics, Technological Forecasting and Social Change, and Journal of Marketing Management.


Diana is also the co-editor of the Handbook of Employee Pro-Environmental Behaviour, Cheltenham: Edward Elgar. This is an interdisciplinary research handbook that brought together experts from the fields of organisational psychology, human resource management and social marketing to discuss the latest research, challenges and future directions in pro-environmental behaviour in the workplace.

https://www.e-elgar.com/shop/research-handbook-on-employee-pro-environmental-behaviour


Her engagement and impact activities to date include collaborations with both for-profit and non-profit organisations such as: Procter & Gamble – a multinational manufacturer of personal and household care products; Northumbrian Water Group – a holding company for several companies in the water supply and sewerage industries; Northern Gas Network – a gas and energy supplier; Do Gooder – a creative and strategy agency that focuses on supporting businesses/brands concerned with sustainability and social issues; Global Action Plan – a charity delivering environmental and wellbeing behaviour change interventions; and Plusnet – a telecoms and internet provider.


Diana's research has been funded by OFWAT; UKRI-OFGEM; UK Government-North of Tyne Combined Authority; Innovate UK-Global Challenges Research Fund; ESRC; Procter & Gamble (USA and UK); European Regional Development Fund (Arrow project); Lloyds Banking Group Centre for Responsible Business; EPSRC (via Impact Acceleration Account; and the British Psychological Society. See below examples of ongoing/recent projects funded via large and multi-million external grants:


https://www.ncl.ac.uk/press/articles/archive/2020/08/advancingcirculareconomy/


https://ebusiness.ncl.ac.uk/projects/customer-energy-village/index.php 


https://www.ncl.ac.uk/press/articles/latest/2021/10/fairwater/ 


Diana is a Member of the Chartered Institute of Marketing and Fellow of the Higher Education Academy with over 15 years of full-time teaching experience at both undergraduate and postgraduate level in the UK. 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.


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


ORCID https://orcid.org/0000-0001-9828-0933


SCOPUS https://www.scopus.com/authid/detail.uri?authorId=55539329100


Research Gate https://www.researchgate.net/profile/Diana_Gregory-Smith




Research


Diana's research agenda is unified by the broad research question of “How can marketing and behaviour change strategies be used to enhance the wellbeing of people and welfare of organisations and the environment?”. Her 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. 


Diana's academic research interests and my impact/engagement activities with industry are dedicated to resolving challenges that the world is facing today such as environmental issues (e.g. waste, resources use, sustainable and green consumption) and health issues (e.g. alcohol consumption, weight management). Having started with a marketing and consumer psychology background (i.e. focused on decision making, emotions and ethics while studying for her PhD), her research interests and approach have evolved so that they incorporate technology/digital components (e.g. websites, online tracking tools, mobile apps) and look holistically at individuals’ concurrent roles and choices (e.g. as consumers, as employees, as tourists, as community members) which affect their personal wellbeing and the environment they work and live in. 


Thus, using both qualitative and quantitative approaches, Diana's work is dedicated to finding out how people can be motivated to embrace more sustainable and healthier lifestyles, and how businesses can be encouraged to adopt more responsible practices that benefit society and the environment.


Teaching

Diana has been teaching at Newcastle on a range of modules including Strategic Global Marketing (NBS8124) and International Marketing (NBS8101) at the MBA level and Consumer Behaviour (MKT2012) at UG level. 


Diana is a Member of the Chartered Institute of Marketing and Fellow of the Higher Education Academy with over 14 years of teaching experience at both undergraduate and postgraduate level in the UK HE system. 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.

Publications