选择高影响景观灌溉保护行为:为行为改变工作提供信息的形成性研究

IF 2.3 Q3 BUSINESS
L. Warner, John M. Diaz, M. Dukes
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引用次数: 6

摘要

本工作旨在解决日益普遍的水资源短缺问题。由于气候变化和城市化,预计干旱将恶化,这增加了所有部门减少用水量的需求。在美国,家庭景观灌溉是减少用水的一个重要机会。本形成性研究采用社会营销技术估算灌溉节水行为的潜在影响,对行为进行权重排序,指导居民灌溉节水行为选择。研究目的:评估(1)景观灌溉节水行为的潜在影响;(2)目前采用的水平和可能性;(3)对各种景观灌溉节水行为进行优先排序。在解决任何问题时,包括水资源短缺,确定目标行为是成功的社会营销活动的第一步,也是基本的一步。本研究侧重于形成性社会营销研究,以告知当地干预措施,旨在减少全美住宅院子的用水量。对社会营销领域的重要性本研究概述了一个过程,以减少住宅景观灌溉的使用为目标,比较和优先考虑节水行为。我们展示了一种获得这种类型的形成性研究的技术,缺乏这种技术可能会成为任何情况下改变推动者促进行为的障碍。方法采用双管齐下的定量调查研究方法,收集技术专家的影响排名和美国居民目前的采用水平和采取潜在灌溉节水行为的可能性。采用目的抽样法和滚雪球抽样法选取14人专家组,采用目的抽样法选取2601名居民样本。结果平均体重为- 46.55 ~ 61.13。单独考虑影响、当前的采用水平或采用的可能性会导致不同的行为在活动中获得优先级(分别消除景观中的灌溉区域、安装智能灌溉控制器和遵守当地的灌溉限制)。然而,当这些值一起考虑时,在院子里安装耐旱植物的总重量最大。本案例研究的一个可能的概念限制是我们研究的国家范围。研究结果为全国各地的行为改变从业者提供了有价值的基线数据,建议在当地范围内复制与目标干预相对应的这一过程。研究或实践的建议研究结果强调了在社会营销计划规划早期包括技术专家和目标受众成员的重要性,并揭示了系统地接近行为改变选择以彻底考虑潜在行为的不同组成部分的重要性。致力于水问题的行为改变实践者可以使用这里报告的权重来为有针对性的干预确定行为的优先级,而在所有领域工作的人都可以遵循这个过程,在地方一级确定行为的优先级。将可能性分解为行为前因,用于研究和应用,这是一个令人兴奋的机会。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Selecting High-Impact Landscape Irrigation Conservation Behaviors: Formative Research to Inform Behavior-Change Efforts
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.
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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