Arts and Social Sciences Journal

Predictors of the Adoption of Low Carbon Lifestyle

Abstract

Azalia M, Zelina Z, Daud SA and Ramdzani A

Background: The adoption of low-carbon practices by citizens has become a major priority for governments in reaching GHG emission reduction targets. Individuals are encouraged to adopt a range of behaviours to reduce the negative impact of their lifestyles. Current policy discourses are focused around linear models of behaviour, which assumes that various factors may influence individuals to adopt or reject low-carbon practices. The objective of this study was to better understand these factors by applying a conceptual framework based on Rogers’ Theory of Diffusion of Innovation. This study examined a range of low-carbon practices and investigates if a combination of factors affects the adoption of low-carbon lifestyle. The authors queried if there are significant predictors of the level of adoption of low-carbon lifestyles and if personal characteristics moderate the relationships between the predictors and community’s adoption of low-carbon lifestyle. Methods: Criterion samples of community leaders in a low-carbon city were recruited from leaders in residents’ association committees in Putrajaya. Data were collected using a questionnaire survey. This study was guided by a grounded theory methodology. Results: Community leaders identified factors such as resource and support, complexity, policy and regulation, and relative advantage to be directly associated with their adoption of low-carbon lifestyle. These factors were found to be significant predictors of the level of adoption of low-carbon lifestyles. Personal characteristics such as innovator and later adopter characteristics were found to have moderating effects on the relations between adoption of low-carbon and predictor variables. Conclusion: The study found that community leaders’ adoption of low-carbon lifestyle were strongly bound by their perception of attributes of the new lifestyle, however their inner innovativeness contribute significant moderating effects that either enhance or curtail their adoption.