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

Authors

DOI:

https://doi.org/10.14764/10.ASEAS-0129

Keywords:

Ecovillage Adoption, Ecovillages, Human Settlements, Intentional Communities, Polycrisis

Abstract

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.

Author Biographies

Imran Rautan, Litvill Lessons Association

Dr. Imran Rautan holds a PhD in business. His research focuses on human geography, particularly ecovillages, eco-communities, and sustainable urbanization, intending to develop high-quality lifestyle models that use limited resources. He also leads Litvill Lessons Association, as the founder, one of India’s youngest non-profit organizations dedicated to educating Indian youth about sustainable living. Motivated by his lived experience of growing up in an Indian slum, he is committed to making sustainable living accessible to marginalized, slum, and low-income communities.

Sivakumari Supramaniam , Higher College of Technology

Dr. Sivakumari Supramaniam is an Assistant Professor at Higher Colleges of Technology, Ras Al Khaimah, United Arab Emirates. She holds a PhD in Marketing (Waikato University, New Zealand) and a master’s in Marketing (Northumbria University, UK). Her main research approach is qualitative, drawing on social constructionism and relationality. Applying her qualitative expertise, she leads a sustainable project for SMEs and works in collaboration with other universities in the areas of sentiment analysis, gender, and influencer roles in Marketing. Her work has been published in the Journal of Consumer Marketing, Journal of Hospitality and Tourism Management, and Journal of Convention and Event Tourism. 

Hossein Nezakati , Northeastern State University

Dr. Hossein Nezakati Alizadeh is an Associate Professor at Northeastern State University, in the Department of Business Administration, College of Business and Technology. He holds a PhD in Business Management (majoring in Marketing Management). Associate Professor Dr. Hossein brings 30 years of teaching experience in management and marketing. He is an expert in Strategic Management, Marketing Management, International Business, Supply Chain Management, Future Smart Cities, and Sustainable Development Goals. Proven track record in leadership, research, and teaching with a focus on practical solutions and academic rigor. 

Stephen T. Homer, Sunway University, Malaysia

Dr. Stephen Thomas Homer is an Associate Professor, a seasoned academic at Sunway University, specializing in business management, corporate social responsibility (CSR), and sustainable development. Associate Professor Homer directs the Yunus Social Business Centre, driving entrepreneurship and responsible management education. In this role, he oversees daily operations, devises strategic plans, and fosters partnerships with external stakeholders. His dedication to academia and leadership in CSR and sustainable business underscore his significant contributions to the field. 

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Published

2025-10-27

Issue

Vol. 18 No. 2 (2025)

Section

Current Research on Southeast Asia

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Copyright (c) 2025 Imran Rautan, Sivakumari Supramaniam , Hossein Nezakati , Stephen T. Homer

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