MCMICHAEL, M (2011) Household energy efficiency and information-seeking: the value of social networks in the diffusion of innovations. Presented at: Buildings don't use energy, people do? Conference, University of Bath, Bath, UK.
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The aim of this research was to understand whether information-seeking through social networks (i.e. social capital) is influential in the diffusion of energy efficiency innovations in UK households. Using a multi-case case study approach, quantitative data were gathered through self-completion questionnaires distributed in 2009 in three rural British communities. The findings indicate that utilising existing social networks, particularly in rural communities, may help to increase information diffusion. Personal referrals are also more likely to make people feel confident in their decisions, particularly if there is a high degree of uncertainty around an innovation (e.g. new smart meters). However, information-seeking was not consistent across innovation categories or communities. It is suggested that policymakers and practioners need to be aware that "blanket" approaches will not be as effective as tailored information which takes into account differences between communities.
|Title:||Household energy efficiency and information-seeking: the value of social networks in the diffusion of innovations|
|Event:||Buildings don't use energy, people do? Conference|
|Location:||University of Bath, Bath, UK|
|UCL classification:||UCL > School of BEAMS > Faculty of the Built Environment > Bartlett School > Bartlett School of Graduate Studies > UCL Energy Institute|
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