Opinion leaders in eco-innovation diffusion: Analysis of information networks for waste separation in Shanghai

Abstract

Waste separation at source is a critical method for waste management, yet understanding of its human dimension, especially the social embeddedness, has been underestimated. Grounded in the perspective of innovation diffusion, we viewed the recent policy of mandatory source separation in Shanghai as an eco-innovation for citizens and investigated the role of opinion leaders in its diffusion process. Using a novel theoretical and methodological approach, social network analysis, we examined the relationships between opinion leaders’ centralities in the information exchange networks and their competence in source separation–knowledge and attitude. Results showed that opinion leaders’ higher level of knowledge in waste source separation was associated with their central network positions in terms of reaching out to others in person and providing information on social media. However, most participants generally had supportive attitudes toward source separation; their attitudes did not vary with the positions in the information networks. Findings highlight the importance of knowledge in eco-innovation and the role of opinion leaders in the diffusion process. The study contributes to a theoretical application of diffusion to a unique context, i.e., eco-innovation, and findings can be applied to effective policy implementations for future waste management programming.