Environmental Engineering Reference
In-Depth Information
Innovators
Early adopters
Early majority
Late majority
Laggards
Adoption life cycle
Fig. 7.8 Technology Adoption Life Cycle (from Moore 1999).
h e uptake of new ideas diff ers across the demographic of the public. In
this model, innovators equate largely to the likes of IAS and environmental
professionals. h e public are spread throughout the other sectors depending on
their awareness and willingness to adopt change in support of the IAS issue. At
any given time, diff erent countries will lie on diff erent phases of the life cycle. h e
unique nature of New Zealand's isolation and hence its vulnerability to IAS threat
has resulted in New Zealand being relatively mature in this model with it lying
further to the right than most other countries.
To mainstream the IAS issue, and leverage the full resources of a country, edu-
cation campaigns need to drive public awareness of the IAS to the early and late
majority of the model. Once this has been achieved, the combined impacts of
large-scale positive behaviour change (i.e. a reduction in behaviour exacerbating
IAS) and increased large scale public participation in IAS management activities
will result in unprecedented reductions in the impacts of IAS.
 
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