This study examines diffusion theory as an explanatory framework for the adoption of an ecological
toilet by ‘first-moving’ customers in an urban setting in Malawi. The study was conducted during the
early stages of a social marketing programme. A pragmatic paradigm was applied to address three
research questions using mixed methods. The qualitative investigation formed the primary
component of the study and interviewed 14 customers who were selected to receive micro-finance
loans to purchase the ecological toilet. These 14 customers were labelled ‘first movers’. The study
identified that ‘first movers’ only partially displayed characteristics of ‘innovators’ and the product
met three of five characteristics associated with successful rates of diffusion. Improving the
trialability and simplicity of the product, through field-testing, human-centred or participatory design
approaches could improve the likelihood of the product attaining the characteristics that support
successful diffusion. Organisations that apply social marketing approaches to improve urban
sanitation coverage may improve their efficacy, equity and cost-effectiveness by utilising diffusion
theory as the theoretical framework to design, implement and evaluate their programmes.
Key words | diffusion, ecological sanitation, innovator, social marketing