Information exchanges for the diffusion of energy technologies: the role of trust, frequency of interaction and proximity

The diffusion of renewable energy technologies in society is relevant in advancing the energy transition. Information exchange among the members of a social system is key to influencing the adoption-decision of innovations. Although multiple studies have identified proximity effects– the influence of close people on an individual’s behaviour – as relevant for the diffusion of energy technologies, few have focused on understanding the characteristics of the information exchange situations that affect adoption. In this study, we surveyed 3,000 adopters of photovoltaic panels (PV), electric vehicles (EV) and energy management systems (EMS) in Switzerland, and we focused on their exchanges with professionals and personal contacts that influenced their adoption decision. We inquired about the exchange location, frequency of interaction, contact person, and the level of trust in the contact person. Our results show that (i) when exchanging among personal contacts, adopters exchange mostly with family or friends instead of neighbours, (ii) most exchanges occur at home or within the area where they conduct their weekly activities, (iii) the level of trust they have in that person relates to the number of interactions. Thus, we can identify an accelerating triad – trust, frequency of interaction and proximity – and their compounded effects seem to be key to increasing the role of social influence in technology adoption. We can observe these patterns both in the exchange with professionals and personal contacts. However, distinctions emerge between EV and the other two technologies. These findings suggest that to improve the effectiveness of information campaigns, these should be planned with repetition and with the objective of building trust, as well as leveraging existing trustful relationships in the local social network. Understanding information exchanges in detail is key to guiding precise communication strategies to support the energy transition.