Using Audience Segmentation to Tailor Residential Irrigation Water Conservation Programs

Abstract

Today's complex issues require technical expertise as well as the application of innovative social science techniques within Extension contexts. Researchers have suggested that a social science approach will play a critical role in water conservation, and people who use home landscape irrigation comprise a critical target audience for agriculture and natural resources professionals. This study was conducted to examine the possible role of an audience segmentation approach in addressing the complex issue of water resources. This research used descriptive discriminant analysis to assign national irrigation users to previously identified subgroups found in the literature (the water considerate majority, the water savvy conservationists, and the unconcerned water users) and compare characteristics to identify differences on a national scale. Results revealed the nation's irrigation users are fairly water conscious. The findings implied unique subgroups exist among targeted Extension audiences relevant to specific behaviors, and Extension programs should focus on different programmatic objectives for targeting different subgroups. Differences were found among the three subgroups in water conservation behaviors, personal and social normative beliefs, use of landscape professionals for irrigation maintenance, and learning preferences. Recommendations were provided on how to use the results to develop impact-driven Extension programs.

Informing Urban Landscape Water Conservation Extension Programs using Behavioral Research

“…Data collected for this study were part of a multi-year project exploring water conservation behaviors of Florida residents over a period from 2014 to 2016. As there is no existing sampling frame of our target population (Warner et al, 2015;Warner, Kumar Chaudhary, et al, 2017), Florida residents with irrigated lawns/landscapes, we used a professional survey sampling company to secure a purposive sample using an online opt-in panel, which is considered appropriate for understanding an audience when random sampling is not possible (Baker et al, 2013;Bryman, 2008). We used a researcher-developed electronic survey instrument to collect data during the three-year period.…”

“…Huang, Lamm, and Dukes (2016) identified important differences among high waters users in central Florida and recommended Extension to focus on this subgroup as an important target audience separate from the general public. Warner, Kumar Chaudhary, Rumble, Lamm, and Momol (2017) constructed behavioral profiles of national home irrigation users and identified three possible target audiences, suggesting the subgroup that was unengaged in landscape water conservation but likely to adopt comprised an important Extension audience. Monaghan, Ott, Wilber, Gouldthorpe, and Racevskis (2013) segmented residents who lived within homeowners' associations (HOAs) in central Florida, finding the HOA subgroup was less likely to use good irrigation practices.…”

“…To date there has been little to no behavioral research evaluating the differences in water conservation practices among rural and urban audiences. This is an important area to explore as these audience segments could exhibit different priorities and levels of environmentally supportive behaviors (Huddart-Kennedy et al, 2009;Warner, Kumar Chaudhary, et al, 2017).…”

Communication Channel Preferences: A Descriptive Audience Segmentation Evaluation

“…While audience segmentation and tailoring communication have shown to impact consumers' intention to adopt behaviors (Kim, Shen, & Morgan, 2011;Warner, Chaudhary, Rumble, Lamm, & Momol, 2017;, one concern with utilizing audience segmentation techniques is its potential to further polarize audiences on specific issues (Hine et al, 2014). Therefore, messaging and communication efforts should be tailored specifically to the needs, involvement level, and intention to engage within each audience group, with purposeful and intentional roles for each subgroup within the communication or marketing efforts Lamm, Lundy, Warner, & Lamm, 2016).…”

Evolving response to smart irrigation controllers in high water‐use central Florida homes

“…Despite an urgent need to increase urban irrigation efficiency, few studies have addressed the factors that influence acceptance and, much less, continued use, of water‐saving irrigation technologies (Morera et al, , ; St. Hilaire et al, ; Warner, Chaudhary, Rumble, Lamm, & Momol, ). There is a large body of literature on the drivers of indoor efficiency improvements, including the role of price and nonprice DSM instruments in stimulating technological change and residential demand reductions, yet there is little indication that the determinants of indoor and outdoor efficiency behaviors are comparable.…”