Using the Transtheoretical Model of Behavior Change to Explore Forest Landowner Perspectives on Water Quality

Family forest owners (FFOs) are critical stakeholders in ensuring many conservation outcomes, including improved water quality. In the highly forested Lake Champlain basin of Vermont, FFOs likely play a particularly important role in addressing water quality impairment. This study focused on FFOs’ thinking and decision-making around management practices on their land. Based on a dataset of 28 interviews collected using a semi-structured interview approach, the interviews were qualitatively coded and analyzed using the Transtheoretical Model of behavior change (TTM) framework. Our findings suggest that interviewed landowners were concerned about basin water quality but generally not aware of the connection between watershed health and actions taken on their particular forest parcel. We further describe how three TTM Processes of Change (helping relationships, consciousness raising, and environmental re-evaluation) may influence landowners’ decisions to manage their forests with water quality in mind. Our results suggest pathways for the design and targeting of behavioral change interventions based on the TTM that should inform landowner outreach as well as further research.