Diffusion of Innovation Influences the Value Basis of Pro-Environmental Behavior in Rural Communities

Suresh Sharma, Elizabeth Golebie, William Stewart, Maria Chu, Carena J. van Riper · 2026 · Environment and Behavior

Summary. This study examined how values and environmental knowledge shape pro-environmental behavior in rural Illinois. Using diffusion of innovation and value-belief-norm theories, researchers surveyed 617 residents and found that biospheric values consistently predicted sustainable practice adoption across early, late, and non-adopters. Environmental knowledge mediated the relationship between values and behavior, though its importance varied by adoption timing. The findings show that encouraging sustainable practices requires recognizing how different community members form values and knowledge differently.

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@article{sharma-2026-diffusion-innovation-influences-value-basis,
  title   = {Diffusion of Innovation Influences the Value Basis of Pro-Environmental Behavior in Rural Communities},
  author  = {Suresh Sharma and Elizabeth Golebie and William Stewart and Maria Chu and Carena J. van Riper},
  journal = {Environment and Behavior},
  year    = {2026},
  doi     = {10.1177/00139165261449008},
  url     = {https://doi.org/10.1177/00139165261449008}
}

TY  - JOUR
TI  - Diffusion of Innovation Influences the Value Basis of Pro-Environmental Behavior in Rural Communities
AU  - Suresh Sharma
AU  - Elizabeth Golebie
AU  - William Stewart
AU  - Maria Chu
AU  - Carena J. van Riper
JO  - Environment and Behavior
PY  - 2026
DO  - 10.1177/00139165261449008
UR  - https://doi.org/10.1177/00139165261449008
ER  - 

Details

DOI

10.1177/00139165261449008

Countries

United States

Regions

North America

Categories

climate-and-environment, innovation-theory, regional-innovation-systems, general-innovation

Added

2026-06-01