Circumstantial proximity for innovation-diffusion: which socio-spatial contexts foster information exchanges on energy technologies?

The diffusion of energy innovations is critical for the energy transition. Yet, widespread adoption remains limited. Proximity between actors plays a key role in innovation-diffusion, but it is often examined only through relational networks. This study uses a circumstantial conceptualisation of proximity, integrating personal networks and activity spaces to understand socio-spatial contexts that facilitate information exchange. Using survey data from Swiss adopters of photovoltaic panels, electric vehicles, and energy management systems, we analysed their interactions with professionals and personal contacts influencing adoption decisions. Results show that socio-spatial contexts of adopters are characterised by trustful personal social networks with frequent interactions in areas where adopters conduct their everyday activities. Adopters exchanged information with people from their social context, defined by their everyday life activities, and from their spatial context, defined by regional urban and territorial characteristics. Compact and accessible activity spaces in urban environments are associated with information exchanges. Practical strategies to support innovation-diffusion could include fostering trust through recurrent interactions, leveraging urban spaces of interface, and tailoring communication strategies to specific socio-demographic groups. This research contributes to theory by empirically validating circumstantial proximity. We also offer actionable insights for policymakers and stakeholders to accelerate the transition to renewable energies. • We study contexts of information exchanges leading to energy innovations' diffusion. • Trustful relations in personal networks and overlapping activity spaces are key. • Compact and accessible activity spaces in urban settings support interactions. • Tailoring communication to specific groups and recurring interactions is important. • Creating inclusive and diverse urban spaces can amplify the diffusion process.