In a recent study conducted to examine the perceptions of homeowners in Orange County, Florida who have automated irrigation systems concerning Community Based Social Marketing (CBSM) strategies that could be employed to reduce water used for lawn care. Specifically, the study utilized the theory of planned behavior and theory of diffusion of innovations to understand what influenced homeowners to increase water conservation behaviors. The study also looked at the pragmatic approach of social marketing and the effectiveness of CBSM to bring about behavior change. The practical strategies used by CBSM seek to determine the barriers of behavior change and understand the accepted societal behaviors also known as norms. Once barriers and norms are established the use of CBSM has a greater opportunity to be successful.
This study used qualitative research methods through the use of focus groups to determine whether a CBSM approach would be a successful method to increase water conservation practices. The focus group participants consisted of residents from Orange County, Florida who were determined by the water utility company to be high water users. A total of four focus groups were conducted which included 32 participants, and represented 20 different homeowner associations (HOA’s).
Emerging themes for barriers to reduce water use revealed pressure from the HOAs to have perfect grass, lack of knowledge about proper lawn care, confusion over when to water per week and the inability to use the irrigation timer correctly. Participants indicated that the norm was to abide by the water restrictions and have a nice lawn. The responses also indicated that following water restrictions was their primary means of conservation. Responses from the focus group participants will be presented and recommendations for possible solutions through the use of CBSM will be discussed.
