Understanding Low Ecovillage Adoption in Southeast Asia: Insights from Malaysia Using Diffusion of Innovation Theory

The world is facing multiple intertwined crises, like environmental degradation and socioeconomic inequalities. The impacts of these crises are disproportionately severe in emerging nations, such as those in Southeast Asia. Ecovillages are emerging as a potential solution to the challenges caused by multiple crises; however, their adoption remains relatively low in Southeast Asia, unlike in developed nations. This research aims to understand the barriers that contributed to the low adoption of ecovillages, using the diffusion of innovation theory as a foundation. Data was drawn from a PhD project that carried out 18 semi-structured interviews with emerging ecovillage members, sustainable community developers, eco-farm founders/ members, and ecovillage researchers, taking Malaysia as a case study. Data was analyzed using NVivo software through an inductive thematic analysis. Findings revealed five critical barriers: one) lack of sense of urgency, two) money-oriented economy, three) governmental policy and urbanization, four) lack of awareness and knowledge, and five) socio-economic dynamics that contributed to the low adoption of ecovillages. The theoretical implications add new perspectives to the diffusion of innovation theory by reinforcing that factors such as perceived benefits, alignment with existing values, and visible success remain relevant in the adoption of ecovillages. However, their impact is shaped by external factors, such as governance systems, economic priorities, legal systems, and societal norms, which may support or hinder the adoption of ecovillages. The practical implication is to empower ecovillage practitioners about the barriers that contribute to low ecovillage adoption in Southeast Asia, enabling them to adapt and tailor their ecovillage models to fit the local context.