Objective - Based on theoretical considerations, this paper focuses on (1) the adoption level of Low Loss Microwave Transmission Glass (LLMTG), which encompasses as new innovation among users in Malaysia and (2) investigates the influences of innovation characteristics towards low loss microwave transmission glass (LLMTG).

Methodology/Technique - This study seeks to determine the adoption level of innovations by these five key innovation characteristics: 1. relative advantage, 2. compatibility, 3. complexity, 4. observability, and 5. trialability to understand more about important factors when adopting LLMTG. This paper has developed a conceptual model of innovation characteristics by Roger's theory to be tested in the adoption of LLMTG.

Findings - This conceptual study expected all factors will be associated positively to LLMTG adoption, except complexity.

Novelty - This paper is the first study in Malaysia, which differentiate between energy saving glass (ESG) and low loss microwave transmission glass (LLMTG). It is strongly believed that this probation would contribute both to knowledge of the diffusion and implications for practice by aiding the industry.

Type of Paper - Conceptual

Keywords: relative advantage; complexity; compatibility; observability, trialability; low loss microwave transmission glass; adoption.