Using Audience Segmentation to Tailor Residential Irrigation Water Conservation Programs

Autor/inn/en	Warner, Laura A.; Chaudhary, Anil Kumar; Rumble, Joy N.; Lamm, Alexa J.; Momol, Esen
Titel	Using Audience Segmentation to Tailor Residential Irrigation Water Conservation Programs
Quelle	In: Journal of Agricultural Education, 58 (2017) 1, S.313-333 (21 Seiten) PDF als Volltext (1); PDF als Volltext kostenfreie Datei (2) Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1042-0541
Schlagwörter	Conservation (Environment); Water; Natural Resources; Use Studies; Neighborhood Improvement; Extension Education; Discriminant Analysis; Cluster Grouping; Change Strategies; Training Methods; Audience Analysis; National Surveys; Likert Scales; Demography; Comparative Analysis; Social Behavior; Behavior Standards; Preferences; Statistical Analysis + Suchen Sie Ihr Suchwort? Conservation; Environment; Konservierung; Bewahung; Umwelt; Wasser; Natural Ressource; Natürliche Ressource; Benutzerschulung; Erweitertes Bildungsangebot; Diskriminanzanalyse; Eingruppierung; Lösungsstrategie; Didaktik; Trainingsmaßnahme; Likert-Skala; Demografie; Social behaviour; Soziales Verhalten; Statistische Analyse
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. (As Provided).
Anmerkungen	American Association for Agricultural Education. P.O. Box 7607, Department of Agricultural and Extension Education, Raleigh, NC 27695. Web site: http://www.aaaeonline.org
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01