CORDIS Project
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This project investigates how social influence can accelerate the adoption of disruptive low carbon innovations, such as car sharing and net zero energy buildings. It aims to understand user preferences and the mechanisms of social influence to promote these innovations in the mass market.
A low carbon transition requires disruptive innovations to challenge prevailing technologies and practices.
Many disruptive low carbon innovations have been adopted, but in small numbers.
Examples include car sharing networks, car-free communities, and net zero energy buildings.
To mitigate climate change, these and other innovations must diffuse or spread into the mass market.
In the absence of strong policy incentives, social communication from adopters to non-adopters is the means by which in…
UNIVERSITY OF EAST ANGLIA
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