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Professor Diana Gregory-Smith

Professor of Marketing & Sustainability

  • Email: diana.gregory-smith@ncl.ac.uk
  • Address: Â鶹´«Ã½ Business School, Â鶹´«Ã½
    5 Barrack Road, Â鶹´«Ã½ upon Tyne
    NE1 4SE
Background

Professor Diana Gregory-Smith is a Professor of Marketing & Sustainability within the Marketing group. She joined Â鶹´«Ã½ 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.


Her engagement and impact activities to date include collaborations with both for-profit, non-profit organisations and local/regional government such as: North of Tyne Combined Authority, Â鶹´«Ã½ City Council, 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 (Northern Net Zero Accelerator and Impact Acceleration Account); and the British Psychological Society. See below examples of ongoing/recent projects funded via large and multi-million external grants:


/press/articles/archive/2020/08/advancingcirculareconomy/ (completed; Â鶹´«Ã½ Lead for the Consumer Behaviour WP)


 (completed)


(completed)


/press/articles/latest/2021/10/fairwater/ (ongoing; Â鶹´«Ã½ Lead for the Consumer Behaviour WP)


(ongoing; Co-I and Lead for the Social Science WP)


(ongoing; PI)


Diana is a Member of the Chartered Institute of Marketing and Fellow of the Higher Education Academy with 18 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  


ORCID 


SCOPUS 


Research Gate 




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 - water, energy, solar; sustainable and green consumption) and health issues (e.g. alcohol consumption, weight management, meat-free diet). 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, artificial intelligence tools) 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.


Diana is a member of the Steering Committee for the Climate and Environmental Resilience (CCER) NUCoRE and she is acting as a Lead for the ‘Behaviour Change across Scales and Decision Making’ Theme

within CCER (/environmental-climate-resilience/)


Google Scholar  


ORCID 


SCOPUS 


Research Gate 


Teaching

At Â鶹´«Ã½, Diana has been teaching 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 18 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

  • Articles

    • Millard R, Licsandru TC, Manika D, Gregory-Smith D. . European Journal of Marketing 2026. In Press.
    • Al Mahrizi ASK, Gray T, Gregory-Smith D, Stead SM. . Tourism Planning & Development 2024, 21(6), 881-916.
    • Alabed A, Javornik A, Gregory-Smith D, Casey R. . European Journal of Marketing 2024, 58(2), 373-409.
    • Wells VK, Ciocirlan CE, Manika D, Gregory-Smith D. . Journal of Cleaner Production 2024, 445, 141296.
    • Kutaula S, Gillani A, Gregory-Smith D, Bartikowski B. . Journal of Business Ethics 2024, 191, 651-673.
    • Apostolidis C, Shams R, Gregory-Smith D, Vrontis D, Bian X, Belyaeva Z, Papagiannidis S. . Technological Forecasting and Social Change 2022, 183, 121946.
    • Savelli E, Gregory-Smith D, Murmura F, Pencarelli T. . Psychology & Marketing 2022, 39(7), 1350-1369.
    • Avis M, Konopka R, Gregory-Smith D, Palakshappa N. . Sustainability 2022, 14(19), 11946.
    • Alabed A, Javornik A, Gregory-Smith D. . Technological Forecasting & Social Change 2022, 182, 121786.
    • Verfuerth C, Gregory-Smith D, Oates CJ, Jones CR, Alevizou P. . Journal of Marketing Management 2021, 37(7-8), 671-702.
    • Ciocirlan CE, Gregory-Smith D, Manika D, Wells V. . European Management Review 2020, 17(2), 543-558.
    • Verfuerth C, Jones CR, Gregory-Smith D, Oates C. . Frontiers in Psychology 2019, 10, 345.
    • Manika D, Gregory-Smith D, Wells V, Trombetti E. . Studies in Higher Education 2019, 44(9), 1691-1706.
    • Manika D, Gregory-Smith D, Papagiannidis S. . Computers in Human Behaviour 2018, 78, 44-58.
    • Manika D, Gregory-Smith D, Antonetti P. . Psychology & Marketing 2017, 34(4), 410-427.
    • Manika D, Gregory-Smith D. . Journal of Marketing Communications 2017, 23(1), 22-72.
    • Gregory-Smith D, Manika D, Demirel P. . Business Ethics: A European Review 2017, 26(3), 205-222.
    • Gregory-Smith D, Manika D, Wells V, Veitch T. . Studies in Higher Education 2017, 43(11), 2104-2120.
    • Gregory-Smith D, Manika D. . Journal of Marketing Management 2017, 33(11-12), 942-972.
    • Gregory-Smith D, Wells V, Manika D, McElroy D. . Journal of Sustainable Tourism 2017, 25(7), 1042-1059.
    • Wells V, Taheri B, Gregory-Smith D, Manika D. . Tourism Management 2016, 56, 63-74.
    • Manika D, Gregory-Smith D, Wells V, Comerford L, Aldrich-Smith L. . International Journal of Business Science and Applied Management 2016, 11(1), 32-54.
    • Wells V, Gregory-Smith D, Taheri B, Manika D, McCowlen C. . Annals of Tourism Research 2016, 58, 1-17.
    • Manika D, Wells V, Gregory-Smith D, Gentry M. . Journal of Business Ethics 2015, 126(4), 663-684.
    • Schutte L, Gregory-Smith D. . Sustainability 2015, 7(6), 7959-7972.
    • Wells V, Manika D, Gregory-Smith D, Taheri B, McCowlen C. . Tourism Management 2015, 48, 399-413.
    • Gregory-Smith D, Wells V, Manika D. . Journal of Marketing Management 2015, 31(3-4), 336-377.
    • Gregory-Smith D, Smith A, Winklhofer H. . Journal of Marketing Management 2013, 29(11-12), 1201-1223.
    • Wells VK, Greenwell F, Covey J, Rosenthal H, Adcock M, Gregory-Smith D. . Interface Focus 2013, 3(1), 20120039.
    • Gregory-Smith Ene D, Schofield P. An integrated approach to consumer decision making for budget city breaks: the role of emotion. International Journal of Tourism Research 2011, 13, 4.

  • Book Chapters

    • Verfuerth C, Gregory-Smith D. . In: Wells, VK; Gregory-Smith, D; Manika, D, ed. Research Handbook on Employee Pro-Environmental Behaviour. Cheltenham: Edward Elgar, 2018, pp.455-484.
    • Wells VK, Gregory-Smith D, Manika D. . In: Wells,VK; Gregory-Smith,D; Manika,D, ed. Research Handbook on Employee Pro-Environmental Behaviour. Cheltenham: Edward Elgar, 2018, pp.1-12.

  • Conference Proceedings (inc. Abstracts)

    • Swaffield J, Gregory-Smith D, Stockton H, Daw S, Hatim A, Papagiannidis S, Obara B. . In: British Academy of Management Conference 2026. 2026, London, UK: British Academy of Management. In Press.
    • Swaffield J, Curtis J, Papagiannidis S, Stockton H, Gregory-Smith D. . In: British Academy of Management 2025 Conference. 2025, Kent, UK: British Academy of Management.
    • Davlembayeva D, Swaffield J, Papagiannidis S, Marikyan D, Gregory-Smith D. . In: UKAIS 2025. 2025, Â鶹´«Ã½ upon Tyne, UK: UK Academy for Information Systems.
    • Swaffield J, Papagiannidis S, Gregory-Smith D. . In: UKAIS 2025. 2025, Â鶹´«Ã½ upon Tyne, UK: UK Academy for Information Systems.
    • AlAbed A, Javornik A, Gregory-Smith D, Casey R. . In: Proceedings of the European Marketing Academy 51st. 2022, Budapest: European Marketing Academy.

  • Editorials

    • Tarba SY, Ahammad MF, Gregory-Smith D, Cooper CL, Bauer F. . Journal of Product Innovation Management 2024, 41(2), 161-167.
    • Glavic P, Gregory-Smith D, Murmura F, Olayide OE, Djekic I. . Frontiers in Sustainability 2023, 4, 1237154.
    • Manika D, Gregory-Smith D. . Journal of Marketing Management 2021, 37(7-8), 595-598.