Diffusion of Energy‐Conserving Innovations

Abstract

We suggest that people's decisions to adopt energy-conserving processes and products is a specific instance of the decision to adopt an innovation. Drawing on previous research, we postulate a set of eight dimensions by means of which energy-conserving innovations are evaluated. We further argue that people's perceptions of an innovation's characteristics, on these dimensions, determine their decisions to adopt that innovation. Again in keeping with past research, we suggest that information that determines people's perceptions of innovations is more likely to be transmitted via social networks rather than mass media o r other channels of communication. Taken together, these propositions form a theory of the adoption and diffusion of energy-conserving innovations. A research program is sketched that would provide support for the theory.Evidence continues to mount that energy conservation programs can result in dramatic savings. Ross and Williams (1976), for example, estimate that approximately 50% of the energy used in the United States could be conserved through economically justified measures that can be implemented on a wide scale within the next 15 years. This estimate seems reasonable, even for residences that use about 20% of the energy consumed nationally. Space heating and space cooling use approximately 60% of the residential energy consumed. Sinden (1978) reports an interdisciplinary study that made an intensive series of energy conserving retrofits to a house. The house they tested was a recently-built row house, a house likely to be more energy efficient than the average. Nonetheless, retrofiting achieved a two-thirds reduction in heating energy requirements.In people's minds, energy "conservation" may evoke unpleas-Correspondence regarding this article may be addressed to John M. Darley,

Harnessing social networks for promoting adoption of energy technologies in the domestic sector

“…There are some early examples of such ideas in the literature e.g. Coltrane et al (1986), Darley and Beniger (1981), and, in relation to climate change, Maibach et al (2008). In addition, there has been some recent empirical work on the role of social networks in the diffusion of energy innovations (McMichael and Shipworth, 2013;Michelsen and Madlener, 2013;Fell et al, 2009).…”

Use of Energy-Efficient Technologies: U.S. Marine Corps Perceptions to Adoption

“…Another factor that influences the rate of adoption is the extent of the change agent's promotion efforts (Rogers, 1995;Darley & Beniger, 1981). Change agents are people who introduce innovations into a society (workplace) that they expect will have desirable, direct, and anticipated consequences.…”

“…Why individuals adopt or resist technologies is a central question in technology management and energy conservation research (Arkesteijn & Oerlemans, 2005;Darley & Beniger, 1981;Kleijnen, Lee, & Wetzels, 2009;Rogers, 1995). The media, communication patterns, and peer influence have been shown to influence people in organizations (Watkins, 2003).…”

“…Confirmation occurs when potential adopters seeks reinforcement of the decision to use the innovation or, because of conflict, reverse their previous decision. Darley and Beniger (1981) argue confirmation of an adoption decision can be done through social networks.…”

“…This thesis presents three studies. Darley and Beniger (1981) study the diffusion of energy-conserving innovations in households. Specifically, they examine solar heating.…”