Social influence and adoption

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

Post written by Emilie Vrain

Research conducted by the SILCI team provides new insights on the importance of social influence in the uptake of digital consumer innovations for climate change across mobility, food, homes and energy domains. Using nationally representative UK survey data (n=3000), we show that electronic word-of-mouth is the dominant mechanism of information exchange for strengthening adoption intentions. This finding is robust across 16 innovations from car clubs to 11th hour food apps. Other social influence mechanisms such as social norms and neighbourhood effects are as important only for highly visible innovations such as electric vehicles or rooftop solar. Such results help inform policy strategies to stimulate innovation adoption for a low carbon future.