Abstract
Change is not easy! People adhere to old routines and habits tenaciously. Most people are slow to accept new ideas, new products, in short, innovations. When it comes to new technologies that can aid in adaptation to climate change, there is fierce resistance from farmers (to sustainable agriculture), from the fossil fuels industries (to sustainable energy), from developers (to going green), and the list goes on. While a new technology does involve a certain investment of time and money at first, it is cost effective and profitable in the long term. When it comes to sustainability, nothing less than the future of our planet is at stake, so it is incumbent upon us to find a way to “sell” the innovations to the masses. The Diffusion of Innovations (DOI) Theoretical Framework provides an effective, structured means of doing this; its efficacy has been established for hundreds of innovations, and it is particularly suited to technologies.
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