The Relationships Between Innovativeness and Adoption of Energy-Saving Behavior

• In Event: Proenvironmental Behaviour and Attitudes

Abstract

This study attempts to understand the relationships between innovativeness and adoption of energy-saving behavior. The understanding of global warming involves adoption of new knowledge and new behavior. This study proposes that in the social media context, innovators will be more likely to adopt energy-saving behavior than will adaptors. The relationship will be mediated by a number of factors, including perceptions of global warming, energy saving and issue involvement. An online survey was conducted, and the results showed significant relationships among innovativeness, perceptions and adoption behavior. However, the relationships between innovativeness and adoption behavior became nonexistent after intervening variables were taken into consideration. Intrinsic motivation and personal interest in the issue were the strongest predictors of adoption behavior. Older women were more likely to adopt energy-saving behavior, suggesting that they could be potential opinion leaders of promoting understanding of global warming to other users of social media.

Author

• Linlin Ku, National Taiwan University