Adopters of low-carbon innovations have distinct values and lifestyles

Posted on Posted in Low-carbon innovations, News, Resources

Post written by Barnaby Andrews

The SILCI team has been analysing survey data from over 3000 UK adults who answered a series of questions about 16 different low carbon innovations related to transport, food, homes and energy. We were interested to see if innovation adopters could be identified from their values and lifestyles. We used a statistical technique called hierarchical clustering to identify three distinct groups or clusters of adopters. These distinguished adopters who are highly innovative (the ‘classic’ early adopter) from those who are more technologically-minded and from those who are more environmentallyminded.