Suchergebnisse

People working on water issues in the state of Florida, USA, recognize outdoor water conservation as an important area of focus. Social marketing has become increasingly accepted as a behavior change approach in Florida, but often the individuals who wish to use social marketing do not have access to the formative audience research needed. In addition to a lack of formative audience research, the prevalence of homeowners' associations (HOAs) across the state further complicates outdoor water conservation initiatives. This study's purpose was to evaluate how those who live in HOAs might be considered distinct segments for residential outdoor water conservation interventions. An electronic survey instrument was used to collect data to examine the relationship between theory of planned behavior variables and landscape water conservation behavioral intent in HOA and non-HOA segments. The model fits the two segments similarly. Then, descriptive norms drawn from four distinct referent groups (close-peer, neighborhood, state, and national) were introduced to the theory of planned behavior variables. None of the descriptive norms were significant in the non-HOA model, and close-peer, state, and national norms were significant in the HOA model. State norms had a negative relationship with behavioral intent. Findings revealed clear distinctions in factors relating to behavioral intent between the two segments. Social marketing efforts should treat non-HOA and HOA members as distinct segments and incorporate the normative beliefs that relate to intent among HOA dwellers.

A substantial amount of water is applied to Florida landscapes, and encouraging water conservation through irrigation practices has been identified as a priority programming area where there is great opportunity to positively affect the state's water resources. Florida Extension addresses this priority area through educational programming. Social marketing has been identified as a promising approach to changing behaviors that influence environmental issues, such as water-saving irrigation technologies and practices. This approach recognizes that there are barriers that prevent individuals from engaging in positive behavior changes. This study evaluated an irrigation seminar using a retrospective pretest-posttest design that incorporated elements of a social marketing intercept survey. Thirty-four attendees participated and primarily represented green industry professional and government sectors. Study objectives were to evaluate the workshop and describe the audience using social marketing principles for future program planning based on audience research. The audience rated their descriptive norms, a strong predictor of behavioral change, lower than their injunctive norms, a less robust predictor. The majority planned to adopt at least one water-conservation best management practice as a result of the workshop. We make recommendations for applying social marketing principles to Extension programming.

A substantial amount of water is applied to Florida landscapes, and encouraging water conservation through irrigation practices has been identified as a priority programming area where there is great opportunity to positively affect the state's water resources. Florida Extension addresses this priority area through educational programming. Social marketing has been identified as a promising approach to changing behaviors that influence environmental issues, such as water-saving irrigation technologies and practices. This approach recognizes that there are barriers that prevent individuals from engaging in positive behavior changes. This study evaluated an irrigation seminar using a retrospective pretest-posttest design that incorporated elements of a social marketing intercept survey. Thirty-four attendees participated and primarily represented green industry professional and government sectors. Study objectives were to evaluate the workshop and describe the audience using social marketing principles for future program planning based on audience research. The audience rated their descriptive norms, a strong predictor of behavioral change, lower than their injunctive norms, a less robust predictor. The majority planned to adopt at least one water-conservation best management practice as a result of the workshop. We make recommendations for applying social marketing principles to Extension programming.

Purpose
This study aims to test how waste disposal behaviors can be changed such as higher recycling diversion and lower contamination rates using signage and messaging techniques at public outdoor waste receptacles on a university campus.


Design/methodology/approach
The experiment took place at five public outdoor receptacle stations, each with a landfill and recycling receptacle, which were located in highly trafficked areas on the University of Florida campus. The study consisted of three phases, each lasting for three weeks. During phase one, no signage and messaging were introduced; during phase two, negative and concrete messaging was placed on signs that stood above the two receptacles; and during phase three, positive and abstract messaging was placed above the receptacles. Waste audits were conducted by separating and weighing the waste.


Findings
With signage and messaging implementation, the recycling diversion rates increased and contamination in the recycling receptacles decreased. However, there was not a consistent decrease in contamination in the landfill receptacles. The study also showed that the negative and concrete messaging was more effective at both increasing diversion rates and decreasing contamination rates at the recycling receptacles.


Practical implications
Waste managers on university campuses need to address the purpose and type of messaging being used at waste receptacles to maximize behavior and/or education outcomes.


Originality/value
To the best of the authors' knowledge, this study represents the first time waste disposal behaviors have been analyzed and experimented on at public outdoor receptacles on a university campus.

Background Septic systems are recognized as a contributor to water quality degradation. Septic to sewer conversion programs are being implemented to mitigate nutrient pollution but success of voluntary programs is dependent on homeowner participation. The purpose of this study was to identify elements of potential social marketing strategies that could advance the voluntary adoption of septic to sewer conversion programs. Focus of the Article This study used formative survey research to assess residents' knowledge, attitudes, and perceived benefits of and barriers to septic systems conversion in Florida, USA to inform future interventions promoting this major, costly home infrastructure change that reduces wastewater nutrient contamination. Research Question This study attempts to answer the following questions: (1) Does septic system conversion status (mandatory vs. voluntary) influence homeowners' knowledge, attitudes, and perceived benefits and barriers to septic to sewer conversion? (2) What social marketing variables are the best predictors of attitude about septic to sewer conversion? Importance to the Social Marketing Field In contrast to inexpensive, repeated habits which are the target of many social marketing campaigns, costly one-time behaviors have been minimally explored by social scientists and social marketers. This study demonstrates how social marketing research can be applied to advance the adoption of costly, one-time infrastructure improvements, with septic to sewer conversions serving as the study context. There are substantial opportunities for social marketers to support local government and other organizations in their promotion of major technologies, including, but not limited to septic system conversions. Methods 518 adult Florida residents who were also septic system owners completed an online survey instrument that assessed subjective and objective knowledge, attitudes about septic to sewer conversion, and motivators and barriers to conversion. Results Septic system homeowners are largely supportive of septic conversion programs; however, the greatest perceived benefits are personal and not associated with environmental improvements. Despite many septic to sewer conversion projects being initiated for environmental purposes, behavior change efforts should promote the benefits of conversion as perceived by the homeowner. The primary barrier is the upfront cost, and alternative funding structures should be investigated. Recommendations for Research or Practice This study indicates that target audience outreach is an essential component of the environmental planning process. Considering the costs and complexity of water quality infrastructure projects, environmental management professionals should consider a robust audience-specific social marketing program as part of the implementation and planning process. The findings presented here suggest opportunities for social marketers to partner with environmental management professionals tasked with encouraging septic to sewer conversion or other costly and significant one-time behaviors.

Background This work addresses the increasing prevalence of water scarcity. Droughts are projected to worsen as a result of climate change and urbanization, increasing the need for all sectors to reduce the amount of water used. Home landscape irrigation represents an important opportunity to reduce water use in the United States. Focus of the Article This formative research study used social marketing techniques to estimate potential impact of irrigation water conservation behaviors, weight and prioritize the behaviors to guide behavior selection in the context of residential irrigation conservation. Research Objective The objectives were to estimate (1) the potential impact of, (2) current adoption levels and likelihood of adoption of, and to (3) prioritize various landscape irrigation water conservation behaviors. Program Design/Approach When addressing any issue, including water scarcity, identifying target behaviors is the first, foundational step for a successful social marketing campaign. This research focuses on formative social marketing research to inform local interventions designed to reduce the amount of water applied to residential yards across the United States. Importance to the Social Marketing Field This study outlines a process to compare and prioritize water conservation behaviors with the goal of reducing residential landscape irrigation usage. We demonstrate a technique for obtaining this type of formative research, the lack of which can serve as a barrier to change agents promoting behaviors in any context. Methods We employed a two-pronged quantitative survey research approach to collect technical experts' impact ranking and U.S. residents' current adoption levels and likelihood of adopting potential irrigation water conservation behaviors. The 14-member expert panel was selected using purposive and snowball sampling techniques, and the residential sample ( N = 2601) was recruited using purposive sampling. Results Mean weights ranged from −46.55 to 61.13. Singly considering impact, current adoption levels, or likelihood of adoption would result in a different behavior receiving priority for a campaign (eliminating irrigated areas in landscapes, installing smart irrigation controllers, and following local watering restrictions, respectively). However, when these values were considered together, installing drought-tolerant plants in the yard had the greatest overall weight. Limitations A possible conceptual limitation of this case study was the national scope of our research. The findings provide valuable baseline data for behavior change practitioners working across the country, and it is advisable to replicate this process at a local scale corresponding to the targeted intervention. Recommendations for Research or Practice The findings underscore the importance of including technical experts and target audience members early in social marketing program planning and reveal the importance of systematically approaching behavior change selection to thoroughly consider different components of potential behaviors. Behavior change practitioners working on water issues can use the weights reported here to prioritize behaviors for targeted interventions, and those working in all areas can follow the process to prioritize behaviors at the local level. There are exciting opportunities to decompose likelihood into behavioral antecedents for both research and application.

AbstractPrevention of violence in schools must be accompanied by intervention across multiple contexts and the use of consistent but fair consequences that are implemented with children's positive development in mind.

Increasingly, farmers' markets in the United States offer nutrition incentives to help limited-resource shoppers afford fresh fruits and vegetables and support local farmers. Despite increased attention to these efforts, there has been less focus on the market managers and staff members responsible for implementing and administering incentive programs. Using qualitative data collected from semi-structured phone interviews, we explore the attitudes, motivations, and values of farmers' market managers in relation to their efforts to administer and promote a nutrition incentive program at their respective markets in Florida. Results demonstrate that program adopting managers: 1) express concern for inclusivity, social justice, and equity; 2) sympathize with the economic pressures their produce grower-vendors face; 3) are motivated to provide locally grown foods to all shoppers; 4) take pride in ethical standards and transparency protocols; and 5) value loyalty between themselves, their vendors and their customers. We believe Extension professionals can leverage prevailing attitudes among market managers to improve manager engagement with nutrition incentive programs and ensure expanded nutritional access outcomes at farmers' markets for limited-resource shoppers.

AbstractMitigation activities, whether at the personal level relating to lifestyle or on the professional level, especially in the agriculture sector, are widely encouraged by scientists and policymakers. This research empirically analyses the association between agricultural experts' perceptions about climate change and their intention to implement climate change mitigation. Based on survey data, individuals' reported intention to implement personal and professional mitigation behavior is explained using a conceptual model. The structural equation modeling results suggest that the new ecological paradigm (NEP), institutional trust, and risk salience indirectly influence climate change mitigation intentions. The findings indicate that risk perception, personal efficacy, responsibility, belief in climate change occurring, and low psychological distance trigger a significantly greater intention to support personal and professional mitigation behaviors. However, the research framework is much stronger at predicting the intention to mitigate climate change in professional affairs compared to personal activities. The findings suggest that hypothetical distance factors only have a moderating effect on the relationship between higher climate change environmental values, institutional trust, risk salience, and mitigation intention. This paper analytically explores the regulating role of risk perception, hypothetical distance, personal efficacy, and responsibility between institutional trust, risk salience, and the NEP as independent concepts and intention to personal and professional mitigation behaviors as dependent variables. The findings of the study have important implications for encouraging personal and professional mitigation behaviors.