Dr Diana Gregory-Smith

Dr Diana Gregory-Smith

Department of Marketing
Senior Lecturer in Marketing

Contact details

Room 106, Ash House
University of Birmingham
B15 2TT

Dr Diana Gregory-Smith is a Senior Lecturer (Associate Professor) in Marketing. Prior to joining the University of Birmingham in August 2016, she has worked as a Lecturer in Marketing at the University of Sheffield and University of Durham, and as a Graduate Teaching Assistant at the University of Nottingham-Business School.

Her research interests lie in the areas of consumer psychology, sustainable and ethical behaviour and social/health marketing. Diana has published in both subject-specific and interdisciplinary journals such as the Journal of Business Ethics, Journal of Marketing Management, Psychology and Marketing, Annals of Tourism Research, Tourism Management, Interface Focus amongst others.

Diana has been collaborating with the environmental charity Global Action Plan since March 2012. This work has progressed under the banner of the Real-world Sustainability Research Team. The main aim of this collaboration is to develop successful social marketing and behaviour change interventions, which will increase sustainable and pro-environmental behaviours of consumers, employees and communities.

Diana is a Member of the Chartered Institute of Marketing and Fellow of the Higher Education Academy with significant 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.


  • PhD (2012): Marketing, University of Nottingham
  • MSc (2008): International Tourism Management, University of Salford
  • PG Certificate (2012): Teaching and Learning in Higher Education, University of Durham


Diana currently teaches two modules on the MSc programmes at BBS: Marketing Communications and International Marketing.

Postgraduate supervision

  • Caroline Verfuerth – Research topic: Sustainable Behaviour in the Workplace: An Investigation of the Gaps, Links and Spill-over Effects with Home Behaviour”, with Caroline Oates and Chris Jones from Sheffield University Management School
  • Kaying Li – Research topic “The Role of Cognitive, Emotional and Ethical Factors in the Consumption and Marketing of Infant Milk Powder in China”, with Lloyd Harris from Birmingham Business School.


Research Interests

Diana’s research interests include:

  • sustainable and ethical behavior and consumption (of consumers and employees)
  • consumer psychology and behavior change
    • social and health marketing
    • marketing communications


2016: £3, 000British Psychological Society; Seminar Series on “Does one thing lead to another? Behavioural spillover in theory and practice” (Co-Investigator)

2014: £28, 106ESRC Funding (grant ref: ES/L000628/1) Seminar Series on “Innovating for a Low Carbon Economy” (Co-Investigator)

2013-15: £2,600Sheffield University Management School. Projects: “The Meaning of Sustainability” & “Banking and Socially Responsible Consumers” (Principal Investigator)

2012: £3,600 – Durham University Business School. Projects: “An Investigation of Pride and Guilt Marketing Communications in Environmentally-Concerned Consumption” (Principal Investigator) & “An Examination of Consumers’ Processing of Health Marketing Communication Messages” (Co-Investigator)


Journal articles:

Wells, V.K., Gregory-Smith, D. & Manika, D. (editors, 2018) Handbook of Employee Pro-Environmental Behaviour, Cheltenham: Edward Elgar. https://www.e-elgar.com/shop/research-handbook-on-employee-pro-environmental-behaviour

Verfuerth, C. & Gregory-Smith, D. (2018). Spillover of pro-environmental behaviour. In: Wells, V.K., Gregory-Smith, D. & Manika, D. Handbook of Employee Pro-Environmental Behaviour, chapter 20, 455-484. Cheltenham: Edward Elgar

Manika, D., Gregory-Smith, D., Wells, V.K. & Tombetti, E. (2018) “Student Switch Off!: How do university students respond to a corporate-sponsored pro-environmental social marketing campaign? ” Studies in Higher Education(3*ABS)

Manika, D., Gregory-Smith, D. & Papagiannidis S. (2018) – “The influence of knowledge structures on website attitudes and behavioural intentions”, Journal: Computers in Human Behavior (3* ABS), 78, 44-58; DOI: 10.1016/j.chb.2017.09.024 

Gregory-Smith, D., Manika, D., & Liu, P. (2017). “Green intentions under the blue flag: Exploring differences in EU consumers’ willingness to pay more for green products”, Business Ethics: A European Review (2* ABS), 26(3), 205–222. DOI: 10.1111/beer.12151

Manika, D., Gregory-Smith, D. & Antonetti, P. (2017) – “Pride in health-related technological interventions: A double-edged sword”, Psychology & Marketing, 34, 410–427, special issue “Technological Impacts on Market Attitudes and Behaviors”. DOI: 10.1002/mar.20997

Gregory-Smith, D., Manika, D., Wells, V. & Veitch, T. (2017) – “Examining the effect of an environmental social marketing intervention among university employees”. Journal: Studies in Higher Education. DOI: 10.1080/03075079.2017.1309647

Gregory-Smith, D., Wells, V., Manika, D. & Mcleroy, D. (2017) – “An environmental social marketing intervention in cultural heritage tourism: A realist evaluation”, Journal of Sustainable Tourism, 25(7), 1042-1059, special issue “Marketing Issues in Sustainable Tourism”. http://dx.doi.org/10.1080/09669582.2017.1288732 

Gregory-Smith, D. & Manika, D. (2017) –  “Drinking identities and compartmentalisation: A study of alcohol consumption”. Journal: Journal of Marketing Management, 33(11-12), 942-972, special issue “Research Frontiers in Cognitive, Social-Cognitive, Behavioural, Social and Applied Psychology: Implications for Marketing Theory and Consumer Research” http://dx.doi.org/10.1080/0267257X.2017.1310126

Manika, D., Gregory-Smith, D., Wells, V., Comerford, L. and Aldrich-Smith, L. (2017) – “Linking environmental sustainability and healthcare: The effects of an energy saving intervention in two hospitals”. International Journal of Business Science and Applied Management, 11(1), 32-55 (open access), available at http://business-and-management.org/paper.php?id=115

Wells, V., Gregory-Smith, D., Taheri, B., Manika, D., & Graham, S. (2016) “An exploration of CSR development in tourism”, Annals of Tourism Research, 58, 1–17. http://dx.doi.org/10.1016/j.annals.2016.01.007

Wells, V., Taheri, B., Gregory-Smith, D., Manika, D. (2016) “The role of generativity in employee environmental attitudes and behaviours”, Tourism Management, 56, 63-74. http://dx.doi.org/10.1016/j.tourman.2016.03.027

Schutte, L. & Gregory-Smith, D. (2015) “Neutralisation and mental accounting in ethical consumption: The case of sustainable holidays”, Sustainability (impact factor of 1.343 in 2016), special issue “Challenges for Marketers in Sustainable Production and Consumption”, 7(6), 7959-7972; DOI: 10.3390/su7067959

Wells, V.K, Manika, D., Gregory-Smith, D., Taheri, B., & McCowlen, C. (2015) “Heritage tourism, CSR and the role of employee environmental behaviour”, Tourism Management, 48, 399-413, http://dx.doi.org/10.1016/j.tourman.2014.12.015

Manika, D, Wells, V.K, Gregory-Smith, D & Gentry M. (2015)“The impact of individual attitudinal and organisational variables on workplace environmentally friendly behaviours”, Journal of Business Ethics, 126 (4), 663-684. DOI: 10.1007/s10551-013-1978-6

Gregory-Smith, D., Wells, V.K., 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, DOI: 10.1080/0267257X.2014.971045

Manika, D., & Gregory-Smith, D. (2014 online; 2017 print) “Health marketing communications: An integrated conceptual framework of key determinants of health behaviour across the stages-of-change”, Journal of Marketing Communications, 23(1), 22-72, DOI:10.1080/13527266.2014.946436

Gregory-Smith, D., Smith, A., & Winklhofer, H. (2013). “Emotions and dissonance in ‘ethical’consumption choices”. Journal of Marketing Management, 29 (11-12), 1201-1223, DOI:10.1080/0267257X.2013.796320

Wells, V., Greenwell, F., Covey, J., Rosenthal, H., Adcock, M. & Gregory-Smith, D. (2012). “An exploratory investigation of barriers and enablers affecting investment in renewable companies and technologies in the UK”, Interface Focus 3(1): 20120039. (impact factor 2.630 in 2014; http://royalsocietypublishing.org/librarians/journals, DOI: 10.1098/rsfs.2012.0039

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, 13(4), 368–383; DOI: 10.1002/jtr.855

Book chapters:

Gregory-Smith (Ene), D. & Schofield, P. (2009). The Role of Emotions in Consumer Decision Making for Budget City Breaks. In: Fyall, A., Kozak, M., Andreu, L., Gnoth, J. and Lebe, S. Marketing Innovations for Sustainable Destinations. S. Goodfellow Publishers, 66-79.