Using Diffusion of Innovations Theory to Encourage Workers to Make Healthy Food Choices and Engage in Physical Activity

Abstract

Employers want workers to be as healthy as possible, to reduce absenteeism and to boost productivity. The challenge is getting employees to adopt healthy behaviors, a daunting task in our obesogenic society, which promotes a sedentary lifestyle and a diet high in saturated fat, sodium, and sugar. We are seeing an epidemic of obesity and type 2 diabetes, two preventable diseases that impair quality of life and increase healthcare costs. Rogers' Diffusions of Innovations (DOI) theory explains how and why people adopt new behaviors. Rogers observed how some workers were resistant to change. He categorized people according to how long it took them to adopt an innovation. He found that certain attributes were characteristic of early adopters, the opinion leaders that organizations need to win over to facilitate acceptance of an innovation. This chapter explores how DOI theory can be applied to the workplace to promote healthy behaviors.