Informing Urban Landscape Water Conservation Extension Programs using Behavioral Research

Abstract

Water availability is an important issue addressed by Cooperative Extension programs nationwide. Rapid population growth and urbanization present unique challenges and opportunities for Extension programming. In this study, we explored whether urban Extension audiences in Florida had unique characteristics that could be used to design tailored programs. We used electronic surveys to collect water conservation and landscape management behaviors along with demographic information. Applying audience segmentation concepts, we divided respondents into subgroups by rural-urban continuum codes. We then described the resulting subgroups and made comparisons to identify differences that could inform Extension programming. The most urban residents had lived in Florida the longest, were least engaged in most water conservation practices, most likely to use a professional landscape company for landscape maintenance activities, and most likely to reside in a homeowners' association. The findings revealed somewhat of a disconnect between urban residents and protection of water resources. Understanding these differences among urban audiences can be useful insights to guide impactful Extension programs. Urban landscape water conservation programming should be designed to build a connection between residents and their local water bodies, and should engage the many partners present in urban systems. More research is needed to examine the relationship between residing in more urban areas and engaging less in landscape water conservation practices.

Communicating with Diverse Audiences about Sustainable Farming: Does Rurality Matter?

“…The stronger negative perspectives among the urban and suburban audience segment may be influenced by how removed urban residents are from agriculture, causing them to learn more about agriculture from the media than their own personal interactions. This finding aligns with that of Warner et al (2018), who discussed a disconnect from natural resources among more urban residents. Thus, it is important that extension educators use tailored education messages based on rurality that also consider the tone of information when deciding how the message is tailored.…”

“…A lack of adequate audience research to inform segmentation can act as a major barrier to extension education efforts (Warner et al, 2016), but having access to detailed information about an audience and promising segments can increase the impact of an extension educator's programming (Huang et al, 2016). Warner et al (2018) examined engagement in household water conservation practices among more and less urban audience segments, finding those living in the most urban areas were less engaged in water conservation. While audience segmentation has targeted environmental and agricultural efforts previously, little is known about the influence geographic location and, therefore, the level of rurality, has on perceptions of agriculture as it relates to the environment.…”

Using County Typology Informed by Population Size to Understand Key Audience Characteristics for Tailored Landscape Water Conservation Programs

“…Evidence shows that by understanding these characteristics, tailored programs can be developed to increase the likehood of achieving behavior change. For more information about this specific study, please see Warner, Diaz, and Kumar Chaudhary (2018).…”

Considering Participants’ Personal Wellness in Conservation-Based Extension Programs: Opportunities for Integrative Development and Evaluation

“…Water scarcity is a rapidly growing concern across the globe as the world's population continues to increase. Extension organizations are among those at the forefront of this issue using educational programs to drive behavior change toward more water conservation (Kumar Chaudhary et al, 2017;Warner et al, 2018). The efficacy of educational endeavors hinges on designing and delivering programs with considerations of the factors that will change relevant decisions and behaviors among residential water users (Kumar Chaudhary et al, 2017).…”