Keywords
Audience Analysis
water conservation
WC200
water conservation
WC200
How to Cite
Warner, Laura A., Emmett Martin, Alexa J. Lamm, Joy N. Rumble, and Esen Momol. 2016. “Encouraging Landscape Water-Conservation Behaviors: Applying Audience Segmentation to Water Conservation Activities in the Landscape—Defining Segments of the Florida Homeowner Audience and Implications for Extension Programming: AEC538 WC200, 5 2016”. EDIS 2016 (4). Gainesville, FL:6. https://doi.org/10.32473/edis-wc200-2016.
Abstract
This is the second publication in the Encouraging Landscape Water Conservation Behaviors series, which focuses on encouraging water conservation among Florida residents who use irrigation in their home landscapes. This 6-page fact sheet examines one approach to segmenting Florida residents who use irrigation in the home landscape. It also describes how segmentation can be used to encourage water conservation practices. Written by Laura A. Warner, Emmett Martin, Alexa J. Lamm, Joy N. Rumble, and Esen Momol, and published by the Department of Agricultural Education and Communication, May 2016.
References
Andreasen, A.R. (2006). Social marketing in the 21st century. Thousand Oaks, California: Sage Publications. doi:10.4135/9781483329192 https://doi.org/10.4135/9781483329192
Blasius, J., & Mühlichen, A. (2010). Identifying audience segments applying the "social space" approach. Poetics, 38(1), 69-89. doi:10.1016/j.poetic.2009.10.003 https://doi.org/10.1016/j.poetic.2009.10.003
Boone, E. J., Safrit, R. D., & Jones, L. (2002). Developing programs in adult education: A conceptual programming model (2nd ed.). Long Grove, IL: Waveland Press.
Burns, R. P., & Burns, R. (2008). Cluster analysis. In: Business research methods and statistics using SPSS. Sage, London, 552-567
Keys, N., Thomsen, D. C., & Smith, T. F. (2010). Opinion leaders and complex sustainability issues. Management of Environmental Quality: An International Journal, 21(2), 187-197. doi:10.1108/14777831011025535 https://doi.org/10.1108/14777831011025535
Kotler, P., & Roberto, E.L. (1989). Social marketing: Strategies for changing behavior. New York: The Free Press. doi: 10.2307/1252208 https://doi.org/10.2307/1252208
Lefebvre, C. (2014, August 6). The purpose of segmentation. Retrieved from http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2014/08/the-purpose-of-segmentation.html
Monaghan, P., Warner, L., Telg, R., & Irani, T. (2014). Improving extension program development using audience segmentation. WC188. University of Florida Institute of Food and Agricultural Sciences. Retrieved from http://edis.ifas.ufl.edu/wc188
Monaghan, P., Ott, E., Wilber, W., Gouldthorpe, J., & Racevskis, L. (2013). Defining audience segments for extension programming using reported water conservation practices. Journal of Extension, 51(6). Retrieved from http://www.joe.org/joe/2013december/a8.php
Newton, J. D., Newton, F. J., Turk, T., & Ewing, M. T. (2013). Ethical evaluation of audience segmentation in social marketing. European Journal of Marketing; 47, 1421-1438. https://doi.org/10.1108/EJM-09-2011-0515
Ott, E., Monaghan, P., Israel, G. D., Gouldthorpe, J. L., & Wilber, W. (2015). Rain barrel owners as a piece of the water conservation puzzle: Segmenting extension audiences using their landscape water conservation practices. Journal of Extension, 53(2). Retrieved from http://www.joe.org/joe/2015april/rb5.php
Rogers, E. (1988). The intellectual foundation and history of the agricultural extension model. Science Communication, 9(4), 492-510. Retrieved from http://scx.sagepub.com/content/9/4/492.full.pdf+html https://doi.org/10.1177/0164025988009004003
Salmon, O., Brunson, M., & Kuhns, M. (2006). Benefit-based audience segmentation: a tool for identifying nonindustrial private forest (NIPF) owner education needs. Journal of Forestry, 104(8), 419-425. Retrieved from: https://forestry.usu.edu/files/research-publications/benefit-based-audience-segmentation.pdf
Seevers, B., Graham, D., & Conklin, N. (2007). Education through cooperative extension. (2nd ed.). Albany, NY: Delmar Publishers.
Taylor-Powell, E., & Boyd, H. H. (2008). Evaluation capacity building in complex organizations. New Directions for Evaluation, 2008(120), 55-69. doi:10.1002/ev.276 https://doi.org/10.1002/ev.276
University of Florida Institute of Food and Agricultural Sciences. (2011). Shaping solutions for Florida's future: The University of Florida extension roadmap 2013-2023. University of Florida. Retrieved from https://extadmin.ifas.ufl.edu/organization/extension-roadmap/
Warner, L., Lamm, A., Martin, E., Rumble, J., & Momol, E. (2016). Encouraging Landscape Water Conservation Behaviors #5: Segmenting the audience by HOA status. WC246. Gainesville: University of Florida Institute of Food and Agricultural Sciences.
Warner, L. A., Lamm, A. J., Rumble, J. N., Martin, E., & Cantrell, R. (2016). Classifying residents who use landscape irrigation: Implications for encouraging water conservation behavior. Enviornmental Management. Advance online publication. Available at http://dx.doi.org/10.1007/s00267-016-0706-2
https://doi.org/10.1007/s00267-016-0706-2
Warner, L., Martin, E., Lamm, A., Rumble, J., & Cantrell, R. (2015). Encouraging Landscape Water Conservation Behaviors #1: Tailoring Programs to Florida Residents Who Use Irrigation in the Home Landscape. WC199. Gainesville: University of Florida Institute of Food and Agricultural Sciences
Warner, L. A., Rumble, J. N., Martin, E., Lamm, A. J., & Cantrell, R. A. (2015). The effect of strategic message selection on residents' intent to conserve water in the landscape. Journal of Agricultural Education, 56(4), 59-74. https://doi.org/10.5032/jae.2015.04059
Blasius, J., & Mühlichen, A. (2010). Identifying audience segments applying the "social space" approach. Poetics, 38(1), 69-89. doi:10.1016/j.poetic.2009.10.003 https://doi.org/10.1016/j.poetic.2009.10.003
Boone, E. J., Safrit, R. D., & Jones, L. (2002). Developing programs in adult education: A conceptual programming model (2nd ed.). Long Grove, IL: Waveland Press.
Burns, R. P., & Burns, R. (2008). Cluster analysis. In: Business research methods and statistics using SPSS. Sage, London, 552-567
Keys, N., Thomsen, D. C., & Smith, T. F. (2010). Opinion leaders and complex sustainability issues. Management of Environmental Quality: An International Journal, 21(2), 187-197. doi:10.1108/14777831011025535 https://doi.org/10.1108/14777831011025535
Kotler, P., & Roberto, E.L. (1989). Social marketing: Strategies for changing behavior. New York: The Free Press. doi: 10.2307/1252208 https://doi.org/10.2307/1252208
Lefebvre, C. (2014, August 6). The purpose of segmentation. Retrieved from http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2014/08/the-purpose-of-segmentation.html
Monaghan, P., Warner, L., Telg, R., & Irani, T. (2014). Improving extension program development using audience segmentation. WC188. University of Florida Institute of Food and Agricultural Sciences. Retrieved from http://edis.ifas.ufl.edu/wc188
Monaghan, P., Ott, E., Wilber, W., Gouldthorpe, J., & Racevskis, L. (2013). Defining audience segments for extension programming using reported water conservation practices. Journal of Extension, 51(6). Retrieved from http://www.joe.org/joe/2013december/a8.php
Newton, J. D., Newton, F. J., Turk, T., & Ewing, M. T. (2013). Ethical evaluation of audience segmentation in social marketing. European Journal of Marketing; 47, 1421-1438. https://doi.org/10.1108/EJM-09-2011-0515
Ott, E., Monaghan, P., Israel, G. D., Gouldthorpe, J. L., & Wilber, W. (2015). Rain barrel owners as a piece of the water conservation puzzle: Segmenting extension audiences using their landscape water conservation practices. Journal of Extension, 53(2). Retrieved from http://www.joe.org/joe/2015april/rb5.php
Rogers, E. (1988). The intellectual foundation and history of the agricultural extension model. Science Communication, 9(4), 492-510. Retrieved from http://scx.sagepub.com/content/9/4/492.full.pdf+html https://doi.org/10.1177/0164025988009004003
Salmon, O., Brunson, M., & Kuhns, M. (2006). Benefit-based audience segmentation: a tool for identifying nonindustrial private forest (NIPF) owner education needs. Journal of Forestry, 104(8), 419-425. Retrieved from: https://forestry.usu.edu/files/research-publications/benefit-based-audience-segmentation.pdf
Seevers, B., Graham, D., & Conklin, N. (2007). Education through cooperative extension. (2nd ed.). Albany, NY: Delmar Publishers.
Taylor-Powell, E., & Boyd, H. H. (2008). Evaluation capacity building in complex organizations. New Directions for Evaluation, 2008(120), 55-69. doi:10.1002/ev.276 https://doi.org/10.1002/ev.276
University of Florida Institute of Food and Agricultural Sciences. (2011). Shaping solutions for Florida's future: The University of Florida extension roadmap 2013-2023. University of Florida. Retrieved from https://extadmin.ifas.ufl.edu/organization/extension-roadmap/
Warner, L., Lamm, A., Martin, E., Rumble, J., & Momol, E. (2016). Encouraging Landscape Water Conservation Behaviors #5: Segmenting the audience by HOA status. WC246. Gainesville: University of Florida Institute of Food and Agricultural Sciences.
Warner, L. A., Lamm, A. J., Rumble, J. N., Martin, E., & Cantrell, R. (2016). Classifying residents who use landscape irrigation: Implications for encouraging water conservation behavior. Enviornmental Management. Advance online publication. Available at http://dx.doi.org/10.1007/s00267-016-0706-2
https://doi.org/10.1007/s00267-016-0706-2
Warner, L., Martin, E., Lamm, A., Rumble, J., & Cantrell, R. (2015). Encouraging Landscape Water Conservation Behaviors #1: Tailoring Programs to Florida Residents Who Use Irrigation in the Home Landscape. WC199. Gainesville: University of Florida Institute of Food and Agricultural Sciences
Warner, L. A., Rumble, J. N., Martin, E., Lamm, A. J., & Cantrell, R. A. (2015). The effect of strategic message selection on residents' intent to conserve water in the landscape. Journal of Agricultural Education, 56(4), 59-74. https://doi.org/10.5032/jae.2015.04059