Chapter 28: Adoption and diffusion of green innovations.

The article presents a framework of determinants of acceptance of green innovations. The framework is based on adoption and diffusion theory that will help to understand why marketing strategies and public policy interventions have varying impacts on green innovation success. The adoption and diffusion perspective has been a minor component in consumer energy research, and has been almost totally ignored in research into other green innovations. Adoption and diffusion theory deals with innovations. An innovation is defined as "an idea, practice, or object that is perceived as new by an individual or other unit of adoption."