Adoption and Diffusion of Nature-Based Solutions by Property Owners in Urban Areas: The Case of Green Roofs in Eindhoven, The Netherlands

This article explores general concepts related to the diffusion of innovations theory (DoI) and its use regarding the adoption of nature-based solutions, specifically green roofs, in urban areas by private house/property owners in the city of Eindhoven (Netherlands). Given the gap in knowledge on the potential for the adoption of green roofs by private house/property owners as well as barriers and enablers to their implementation from the DoI perspective, we used a model for predicting the adoption of innovations (ADOPT). Results show that the predicted peak adoption level is 3% and that the time to peak adoption level is 17 years. However, the level of adoption can be significantly enhanced by increasing profit benefit (i.e., cost savings) in the years that they are used (+19 percent points adoption), reducing risk exposure (+17 percent points adoption), and improving ease and convenience (+15 percent points adoption), while the time to peak adoption level can be reduced by enhancing relevant and existing skills and knowledge (−3 years), simplifying trialability and innovation complexity (−2 years), and increasing observability (−1 year). Hence, key factors affecting the adoption of green roofs by private house/property owners have been identified, contributing to the formulation of urban climate change adoption strategies.