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- W1536554910 abstract "Research is presented on the influence of context-specific social capital in the diffusionof energy-reducing innovations within UK communities. This is motivated by the UKgovernment’s policy priority areas of climate change and energy use in the domesticsector. There is currently little evidence that standard technology and behaviouralinnovations will be adopted widely enough by householders in time to achieveGovernment energy efficiency targets. Accelerating rates of adoption are thereforeimportant. Diffusion of innovation theory states that the communication of informationon innovations through a social system encourages adoption. Social capital theorystates that interpersonal communication is a key means of gaining resources, such asenergy efficiency information, for attaining certain goals. There are no known previousempirical studies specifically examining the influence of social capital on informationdiffusion regarding the adoption of household energy efficiency measures in the UK.Using a multi-case case study research design and mixed methods approach, threeBritish communities were surveyed, the quantitative findings of which werecontextualised by qualitative focus group findings. The results show that social capitalwas used most often with newer innovations that were being promoted by an energycompany through weakly-tied social network members. Respondents generally did notindicate seeking more information from people in the community than outside of it, butdid indicate trusting information from local energy efficiency intermediaries. Thefindings show that while standard campaigns may account for two-thirds of information seekingbehaviour, they may not be addressing up to one-third of information-seekerswho would prefer to speak to people they know. Findings also show that there areimportant differences to recognise between types of innovations and communities, andthat tailoring campaigns to communities’ communication channels is imperative. Thesefindings have important implications for informing future community-based energyefficiency programmes." @default.
- W1536554910 created "2016-06-24" @default.
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- W1536554910 date "2011-04-28" @default.
- W1536554910 modified "2023-09-26" @default.
- W1536554910 title "Social capital and the diffusion of energy-reducinginnovations in UK households" @default.
- W1536554910 hasPublicationYear "2011" @default.
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