EFFECT OF MEDIA COVERAGE ON BIO-FUEL: CASE OF USING WOOD PELLETS FOR HEATING

摘要

Global megatrend of environmentalism increases the communication activity around the renewable heating technologies and thus affects also the domestic adopters. Accordingly, the main research question of the paper is how are wood pellets communicated in news articles? Correspondingly, we go deeper to one credible communication channel, news article publications, and examine the communication trends about the renewable residential heating technology i.e. wood pellets between current years 1995 and 2010. Interest of news media in wood pellets has increased dramatically in recent years. The examination of the news articles and trends increases our understanding of the change in communication influencing the diffusion of innovation, particularly adoption decision of bioenergy based heating technologies.