How do the perceived attributes of low-carbon innovations differ between early adopters and non-adopters?

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Written by Mykolas Vainauskas 

Early adopters of transport, homes and food low-carbon innovations consistently perceive more appealing attributes compared to non-adopters. This study by Mykolas Vainauskas, a summer intern from the University of East Anglia, looks at the differences between early adopters and non-adopters within three domains of low-carbon innovations – transport, food and homes. He finds that perceived attributes explain more of the differences between the early adopters and non-adopters of mobility innovations than the socio-economic or the situational factors. Moreover, younger age, higher income, employment, living in an urban area, or having higher education does not distinguish adopters from non-adopters, as suggested in the literature.  

See his full study here