Table 1 Themes based on Rogers’ Innovation-decision process model [18] influencing the decision to adopt the Eat Well Campaign: Food Skills (EWC)

Prior conditions

All prior experiences, perceptions and attitudes that can shape the organization’s knowledge about the EWC and persuade them to adopt it

  Previous practice

Any organizational experiences that can help create knowledge about the EWC

  Innovativeness

The organization’s perception of the EWC as a new idea

  Norms of the social system

Perceptions of practices and behaviors that the organization is expected to conduct in relation to the EWC. These norms are set by the organizations’ social network (peers, clients, public, audience, etc.)

  Perceived need or problem

The recognition of the organization’s internal need or problem that can be addressed by adopting the EWC

Characteristics of the adopter^a

Any characteristic of the decision making unit (i.e. organization) that will shape their knowledge and attitudes towards the EWC

  Communication behaviour

Descriptors of the organizations’ internal and external communication style, habits, exposure to media and involvement in social and public networks

  Personality variables

Human personality characteristics perceived to be associated with or attributed to the organization

Characteristics of the innovation^b

Characteristics of the EWC perceived by the organizations that may persuade them to adopt it

  Compatibility

The perception by organizations that the EWC is consistent with their existing values, practices, experiences or needs

  Complexity

The perception by organizations that the EWC is difficult to understand or implement

  Relative advantages

The perception by organizations that the EWC is better than potential alternatives and can be measured in terms of benefits