Diffusion of Innovation Influences the Value Basis of Pro-Environmental Behavior in Rural Communities
Published online on May 25, 2026
Abstract
Environment and Behavior, Ahead of Print.
This study merged principles from the Diffusion of Innovation Theory with the Value-Belief-Norm Theory of Environmentalism to understand how values and knowledge together shape pro-environmental behavior (PEB) in a rural landscape. We examined how a ...
This study merged principles from the Diffusion of Innovation Theory with the Value-Belief-Norm Theory of Environmentalism to understand how values and knowledge together shape pro-environmental behavior (PEB) in a rural landscape. We examined how a ...