Key Drivers of Marines Willingness to Adopt Energy-Efficient Technologies

Why individuals adopt or resist technologies is a central question in technology management and energy conservation research. Much academic attention focuses on functional and economic advantages, but perceptions, habits, and norms play a more substantial role and are a particularly strong driver of resistance. Recognizing this, the Marine Corps Expeditionary Energy Office has called for research to better understand how messaging and behavioral factors will influence the shaping of a combat-effective energy posture within the Marine Corps. This research examines how particular individual attributes may affect Marines assessments of energy-efficient technologies. Drawing on a framework developed from the academic literature, this research focuses on the impact of a person s prior conditions, knowledge, and perception of technologies on the decision to adopt, postpone, or resist new technologies. The research produced a summary of extant findings and implications for the United States Marine Corps concerning the typology of United States Marines perceptions and willingness to adopt energy-efficient technologies. The research findings may offer the Marine Corps a clearer understanding of acceptance and resistance drivers, and the means to facilitate greater acceptance of energy-efficient technologies.