With increasing concerns related to water in Florida, Extension can target households with irrigated landscapes to promote landscaping practices that protect water quality and quantity. We used landscape design features from 2,100 Florida households to segment households into subgroups that may have different educational needs. Data analysis revealed two distinct subgroups based on landscape design features: the diversity-prone water protectors and the apathetic landscape minimalists. Comparison of subgroups revealed that compared to apathetic landscape minimalists, households in diversity-prone water protectors’ subgroup had higher personal obligation, more social support, stronger perceived behavioral control, and more engagement in water protection behaviors. Extension professionals can use the connection between diverse landscape design features and to water protection behaviors to encourage good irrigation and fertilizer practices.
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Warner, L. A., Kumar Chaudhary, A.; Rumble, J. N., Lamm, A. J., Momol, E. (2017). Using audience segmentation to tailor residential irrigation water conservation programs. Journal of Agricultural Education, 58(1), 313-333. doi:10.5032/jae.2017.01313 https://doi.org/10.5032/jae.2017.01313
Warner, L. A., Lamm, A., Martin, E., Rumble, J., & Momol, E. (2016). Encouraging landscape water-conservation behaviors #5: Segmenting the audience based on HOA status. Gainesville: University of Florida Institute of Food and Agricultural Sciences (AEC584). Retrieved from http://edis.ifas.ufl.edu/pdffiles/WC/WC24600.pdf
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