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From Brochures to Bytes: A Comparative Study of Media in Diffusing Energy-Efficient Housing Innovation
Author(s)
Tongsubanan, Sarunporn
Date Issued
January 1, 2025
Type
Conference Paper
Abstract
This study compares the effectiveness of physical brochures and digital interactive media in communicating energy-efficient housing innovations. Drawing on Diffusion of Innovation (DOI) theory, three adoption criteria were evaluated: comprehension, relevance, and acceptance. A structured questionnaire with Likert-scale items and open-ended questions was administered to 40 participants exposed to both media formats. Descriptive statistics and content analysis were applied to examine responses. Results showed that digital media significantly outperformed brochures in all three criteria. Participants reported clearer understanding of technical housing standards, stronger personal relevance, and greater willingness to adopt sustainable housing when engaging with digital formats. Qualitative feedback highlighted the role of interactivity and contextualization in shaping positive responses. These findings suggest that brochures remain useful for raising awareness, but digital media are better suited to foster comprehension, persuasion, and adoption. The study concludes that shifting 'from brochures to bytes' is vital for diffusing sustainable housing innovations.
Citation
6th Technology Innovation Management and Engineering Science International Conference Times Icon 2025 Proceedings, 2025