According to the diffusion of innovations model, what is least likely to influence adopting behavioral change?
a) perceived cost efficiency of the innovation
b) how easy it is to try the innovation
c) perceived ecological impact of the innovation
d) how the innovation fits with the culture and values of the people considering its adoption

d) How innovation fits with the culture and values of people who consider its adoption.

Explanation:

According to the diffusion of innovations model, it is easier to adopt a change in behavior when innovation fits the culture and values of the people who consider its adoption (d). Virtually nobody wants to adopt a behavior that threatens or goes against their beliefs.

Perceived economic efficiency is a very important factor when considering adopting a change in behavior (a). If innovation shows that a change in behavior, in addition to matching the values of the person, will be beneficial for your personal economy then it will be easier to adopt the change.

How easy it is to test an innovation may not be enough to achieve a change in behavior (b), especially if the person does not perceive an economic benefit or that the change doesn´t match their culture and values.

Therefore, the perceived ecological impact of innovation is probably less influential in adopting a change in behavior (c). Just knowing the ecological impact of a change in behavior is not enough if the user did not consider whether the change fits his personal values, if it represents an economic benefit and if it isn´t even easy to prove.

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