You are here:
Technology Adoption & Social Acceptance: Understanding Homeowners’ Willingness to Adopt Innovative/Alternative Septic Systems
Citation:
Rudman, A., K. Mulvaney, AND N. Merrill. Technology Adoption & Social Acceptance: Understanding Homeowners’ Willingness to Adopt Innovative/Alternative Septic Systems. International Association of Society and Natural Resources, NA, Virtual, June 20 - 24, 2021.
Impact/Purpose:
The purpose of this work is to provide insight into the decision-making processes of homeowners installing I/A systems to guide resource managers on how to better target their engagement and outreach surrounding these systems, and ultimately to inform the feasibility of implementing this technology at a wider scale. Despite decades of research pointing to social and cognitive factors as critical elements of decision-making, efforts directed to promoting the adoption of new technologies in the environmental field continue to prioritize cost and technical efficiency as the major factors influencing homeowner decision-making. This work serves to identify and highlight a range of important factors that influence homeowners' willingness to adopt I/A systems, including factors that are internal to the homeowner such as their perception of the technology and trust in the organization coordinating I/A installation, as well factors external to the homeowner such as the provision of a financial incentive or having the right property for an I/A system. We map these different factors in a straightforward manner to help resource managers understand the types of factors that ultimately influence the behavior of I/A adoption and how these factors are related. We also provide guidance on strategies that resource managers can employ to leverage the factors they have the power to influence to encourage the adoption of these systems.
Description:
With the exception of technology adoption in agricultural settings, the socio-cognitive aspects of adopting nitrogen-mitigating technologies remain understudied. One such technology, nitrogen-reducing innovative/alternative (I/A) septic systems, has only been installed at a very limited scale, and wider adoption has been slow. This research identifies factors influencing homeowners’ willingness to adopt I/A septic systems to identify the perceived and technical considerations enabling or preventing adoption. This research is part of a collaborative effort between the U.S. Environmental Protection Agency’s Office of Research and Development and state, federal, and non-profit stakeholders aimed at piloting traditional and alternative solutions to water quality issues precipitated by excess nitrogen in Cape Cod’s embayments. Researchers conducted virtual focus groups with homeowners that have installed I/A septic systems or are in the early phases of installation. Focus groups consisted of a card sorting activity as well as semi-structured group discussion, allowing for the identification of factors relevant to homeowners’ decisions to install I/A systems and sources of uncertainty. We find that the perceived need to replace an old/failing septic system, pro-environmental values and a concern for water quality, and financial incentives work synergistically to motivate adoption. We also identify additional considerations that influence adoption and characterize these in a model to help resource managers understand decision-making processes. Using this model, we suggest interventions to influence adoption. This research helps managers better target outreach and communication initiatives to motivate adoption, and ultimately informs the feasibility of implementation at a wider scale.
