Extension professionals can play a role in addressing water scarcity issues by helping home landscape irrigation users to conserve water. This study used survey research to examine the relationship between several variables, including attitudes, subjective norms, perceived behavioral control, personal norms, demographic factors, and past behaviors, on intention to use good irrigation practices among Florida home landscape irrigation users (N = 1,063). Following subsequent hierarchical linear regression models, the final model explained 39% of the variance in intentions to engage in good landscape irrigation practices. Subjective norms had a strong influence on intention to engage in landscape water conservation, and past behaviors and personal norms improved the prediction. Extension professionals should incorporate subjective norms into water conservation programs by emphasizing somewhat invisible conservation behaviors to improve perceptions of peers' practices. When personal norms are strong, the subjective norms are slightly less important. Residents who feel a personal obligation to conserve water may be more open to information related to water conservation, and they may be more likely to act, even in the absence of social support. Finally, Extension professionals should consider the audience's past behaviors to design programs that are compatible with actions that Extension clients are likely to take.

Large amounts of water applied as urban irrigation can often be reduced substantially without compromising esthetics. Thus, encouraging the adoption of water-saving technologies and practices is critical to preserving water resources, yet difficult to achieve. The research problem addressed in this study is the lack of characterization of residents who use urban irrigation, which hinders the design of effective behavior change programs. This study examined audience segmentation as an approach to encouraging change using current residential landscape practices. K-means cluster analysis identified three meaningful subgroups among residential landscape irrigation users (N = 1,063): the water considerate majority (n = 479, 45 %), water savvy conservationists (n = 378, 36 %), and unconcerned water users (n = 201, 19 %). An important finding was that normative beliefs, attitudes, and perceived behavioral control characteristics of the subgroups were significantly different with large and medium practical effect sizes. Future water conservation behaviors and perceived importance of water resources were also significantly different among subgroups. The water considerate majority demonstrated capacity to conserve, placed high value on water, and were likely to engage in behavior changes. This article contributes to the literature on individuals who use residential landscape irrigation, an important target audience with potential to conserve water through sustainable irrigation practices and technologies. Findings confirm applicability of the capacity to conserve water to audience segmentation and extend this concept by incorporating perceived value of water resources and likelihood of conservation. The results suggest practical application to promoting residential landscape water conservation behaviors based on important audience characteristics.

Changing individuals' behaviors is a critical challenge for Extension professionals who encourage good irrigation practices and technologies for landscape water conservation. Multiple messages were used to influence two predictors of behavioral intent informed by the theory of planned behavior, Florida residents' (N = 1,063) attitude and perceived behavioral control. Individuals were randomly assigned to one of four treatment groups, each receiving a different strategically framed message. This article contributes to the literature on landscape water consumption behaviors by (a) demonstrating that messages can be used to positively affect both attitude and perceived behavioral control and (b) identifying specific message frames that may be used to realize greater impact. Two gain-framed message treatments both significantly increased participants' attitude and perceived behavioral control, and one of the loss-framed messages significantly increased participants' attitude. Results are discussed with practical application to promotion of landscape water-conservation behaviors and implications for future research.

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Negative media stories about nonprofits can potentially lead to decreased financial donations. We used agenda setting theory to study donors' perceptions of what could arguably be called one of the most negative nonprofit media stories in recent times: the 2013 Tampa Bay Times report titled “America's worst charities.” This news story identified and ranked America's 50 worst charities based on solicitation (i.e., fundraising) costs and was investigated further by CNN. We surveyed 655 individuals in August 2016 and found that approximately 3 years since the story had aired, 278 (42.4%) of the sample still remembered the news story, and the majority of them reported that it negatively influenced their thinking (63%) and philanthropic donation behavior (62%). These findings have implications for nonprofit media relations and fundraising.