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This research aims to understand breakfast eating behaviours for people who work within workplace institutions where breakfast alternatives are available for staff utilisation. A nutritious diet (including breakfast) is fundamentally important to provide the energy and nutrients needed to meet the physical and mental demands of a workday. However, many people skip breakfast in the broader population and for people who have access to breakfasts within their workplace institutions. This research will explore how breakfast frequency may potentially be changed through the application of social marketing. To examine this issue of breakfast skipping, a literature review was undertaken on breakfast skipping, the associated risks and factors that may contribute to increasing breakfast eating. The review looked at how breakfast skipping can affect cognitive processes in children and adolescents (where most of the interventions and testing were completed). The literature review noted other factors linked with breakfast skipping, including unhealthy eating, which contributes to unhealthy weight and obesity. Furthermore, the literature review confirmed that studies had been conducted in workplace institutional settings, namely in a military context, to increase healthy eating (bread, fruits, vegetables). However, these studies did not focus on understanding how to increase breakfast consumption. Three studies were conducted to inform future work within this area and provide social marketing strategies to increase breakfast frequency within workplace institutions. All studies were driven by a theoretical model (Social Cognitive Theory; SCT). Study 1 is a systematic narrative review, which reviewed breakfast eating interventions over a 20-year period. The systematic review was utilised to understand what interventions have previously worked to encourage breakfast eating. Study 2 involved semi-structured one-on-one interviews of military personnel (n=12) and miners (n=12) to under, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Dept of Marketing, Griffith Business School, Full Text

This social marketing evaluation project explores how a research and industry partnership can develop an approach to evaluation to understand the social impact of health promotion intervention. This thesis proposes the need for a participatory approach to Social Impact Assessment (SIA). Specifically, this research project sought to understand: first, how social impact is considered and measured with health promotion interventions in four comparable Commonwealth contexts (Australia, Canada, New Zealand, and the United Kingdom); and second, how an Australian NGO may (or may not be) delivering social impact within health promotion and how an SIA assessment may add insight into social impact measurement within health promotion. This research implemented the SIA methodology of Social Return on Investment (SROI) to evaluate the social impact of an NGO Health Promotion program aiming to help children make safe and healthy life choices (Lane & Devin, 2018; McHugh, Domegan, & Duane, 2018). While a Theory of Change (ToC) or program logic is essential for effective measurement of the outcomes or effects of interventions (Breuer, Lee, De Silva, & Lund, 2016; Hamdani et al., 2021; Meiksin et al., 2021), as a standalone process it is insufficient to understand the intricacies of social change. To understand intervention mechanisms of behaviour change—where and how social change (has or has not occurred)—there is a need to implement a measurement process that captures the broader social and economic determinants of health. These wider determinants extend beyond the current linear outcome focus of ToC, which shows a sequential approach to behaviour change along a social impact chain or program logic (Mayne, 2015; McHugh et al., 2018). This thesis proposes a participatory approach to SIA enabling a reflexive approach to evaluation that allows a deeper understanding of the complexities of how children make healthy life choices. Furthermore, a participatory approach enables program ou, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Dept of Marketing, Griffith Business School, Full Text

Full Text, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Dept of Marketing, Griffith Business School, Research serves to increase the already known stock of knowledge (Salter & Kothari, 2016). Research may seek to address goals such as establishing/confirming facts, reaffirming results, solving new/existing problems or examining/supporting/developing theorems (Antwi & Hamza, 2015). The outcomes obtained through research aids decision makers, who in turn can act upon knowledge generated (Kothari, MacLean, & Edwards, 2009). In seeking further knowledge, a variety of methodologies are available to researchers (Bayley & Phipps, 2019; Karami, Rowley, & Analoui, 2006). The literature acknowledges research can fall short, which delivers ongoing impact (Greenhalgh, Raftery, Hanney, & Glover, 2016; Grimshaw, Eccles, Lavis, Hill, & Squires, 2012). From a scientific viewpoint improperly produced research findings impacts subsequent knowledge generated; potentially misdirecting action needed to achieve desired outcomes (Althubaiti, 2016). From a practical viewpoint, research can fail to address/rectify specific problems being investigated (Gerhard, 2008). While data is always generated as part of a research process, the capacity for that data to be relied on for decision making purposes can be limited. Taken together, imperfect knowledge has empirical consequences impacting interpretation, validation, research replication (Allison, Shiffrin, & Stodden, 2018; Becker, 2005) and future research directions (Ryan & Daly, 2019; Wang, Yan, & Katz, 2018). Data collection forms an important part of the research process; as data represents a fixed part of information which undergoes analysis to create subsequent knowledge (Cooper, 2017). Examination of data collection practices is an important undertaking given that data influences the knowledge generated (Eisend, 2015; Gerrits et al., 2019). Calls within the marketing literature highlight the need for research practice to bridge the gap between research that engages people’s hearts and minds giving consideration to the naturalistic sett

Full Text, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Dept of Marketing, Griffith Business School, Social marketing is constantly growing and developing in response to ongoing health, social and environmental challenges (Andreasen, 2002; Dibb, 2014). The current environment is characterised by complexity, uncertainty, and interconnectedness (Urry, 2005) and many of the issues social marketers seek to address are characterised by situations where the boundaries are unclear, the overall complexity of issues appears overwhelming, and solutions are not readily available in circumstances of prevailing change and uncertainty (Head & Alford, 2015). An unhealthy diet is a leading global risk to health as it contributes to all forms of malnutrition and is associated with noncommunicable diseases including diabetes, cardiovascular diseases, some cancers and other conditions linked to obesity (WHO, 2020). The quality of eating behaviours is particularly significant for personnel of the Australian Defence Force (ADF) for which sound nutrition and physical fitness are essential for job performance, as well as long-term health. The ADF has policies and guidelines for the provision of nutritionally appropriate food/drink on base and in the field, however, many military personnel have poor dietary habits and these habits are evident early in their career (Booth et al., 2006; Forbes-Ewan et al., 2008; Kitunen et al., 2020). Eating behaviours are complex involving several inter-related acts occurring in response to internal and external factors, stimuli and cues (Bisogni et al., 2007; Michie & Johnston, 2012; Parkinson et al., 2017; Sobal et al., 2014). The complexity of changing eating behaviours therefore presents a challenge for design, implementation, and evaluation of behaviour change interventions (Michie & Johnston, 2012; Michie et al., 2015; Parkinson et al., 2017; Parkinson et al., 2016). Systematic reviews of social marketing interventions to improve eating behaviours (Aceves-Martins et al., 2016; Carins & Rundle-Thiele, 2014a; Truong, 2014; Truong & Dang, 2017) found th

Full Text, Thesis (PhD Doctorate), Doctor of Philosophy (PhD), Dept of Marketing, Griffith Business School, Australia has faced the growing problem of overweight and obesity along with other developed countries and almost two thirds of Australians are considered to be overweight or obese (Sturgiss, van Weel, Ball, Jansen, & Douglas, 2017). The surrounding environment encouraging excessive food intake and discouraging physical activity is the main cause for the current overweight and obesity epidemic (Velema, Vyth, & Steenhuis, 2017). Studies show that Australian Military personnel are no exception, even though considered as physically fit, they possess poor dietary habits (Booth & Coad, 2001; Forbes-Ewan, Probert, Booth, & Coad, 2008; Skiller, Booth, Coad, & Forbes-Ewan, 2005) and the occurrence of obesity is similar when compared to the general Australian population (Australian Institute of Health and Welfare, 2010). There is a pressing need for effective programs that can accomplish positive behaviour change to decrease the incidence of overweight and obesity in the Australian Defence Force. Social marketing is a discipline that applies commercial marketing techniques and concepts to improve the welfare of individuals and/or society by centring program design on individuals and an understanding of the environment in which they are located (Gordon, 2011). At its core the planning, analysis, execution and evaluation of social marketing programs is designed to influence the behaviour of target audiences (Andreasen, 2003; Lefebvre, 2013; Rundle-Thiele, 2015). In recent years social marketing has been used to increase healthful eating behaviour, mainly among children and adolescents (Keihner et al., 2011; Rosi et al., 2016; Young, Anderson, Beckstrom, Bellows, & Johnson, 2004), with relatively few interventions focusing on targeting young adults (Carins & Rundle-Thiele, 2014b). Andreasen’s (2002) social marketing benchmark criteria offers a useful guide to specify the extent that social marketing is employed within a change intervention and it includes six benchmarks namely