Using Social Marketing Principles to Understand an Extension Audience’s Landscape Water Conservation Practices

Abstract

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.