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- Title
Kirchengemeinden im Diffusionsprozess erneuerbarer Energien - Schlüssel zu neuen Milieus?
- Authors
Schönborn, Sophia; Gellrich, Angelika; David, Martin
- Abstract
The lifestyle of traditional social milieus is typically characterised by a conservative set of beliefs, often accompanied by sceptical attitudes towards innovations of any kind. Such milieus include most members of the German Catholic and Protestant faith communities. Hence, the question arises: can local churches exert influence on the spread of climate-friendly innovations? Our project examined the role of local churches in the diffusion process. In quantitative terms, results suggest that local churches might represent a potential "channel" for the diffusion of climate-friendly innovations into post-materialist and traditional milieus. Focussing on the initial diffusion processes as well as innovation pioneers and early adopters, a qualitative analysis allowed the following roles of local churches to be identified: these work as persuasive opinion leaders, actively perform bridge-building within and beyond the local community, and consider adoption of climate-friendly innovations as a basic function of safeguarding Gods creation.
- Publication
GAIA: Ecological Perspectives for Science & Society, 2014, Vol 23, Issue 3, p236
- ISSN
0940-5550
- Publication type
Article
- DOI
10.14512/gaia.23.3.7