Using Home Irrigation Users' Perceptions to Inform Water Conservation Programs

Abstract

Targeted agricultural education programs can play a role in solving complex water issues. This article applies importance-performance analysis to examine dimensions of water resources that may inform local water conservation campaigns in the United States. The purpose of this study was to generate a deep understanding of home irrigation users' preferences and perceptions about water to inform landscape irrigation water best practices campaigns among this audience nationwide. Importance-performance analysis was conducted using quantitative survey research. Responses were drawn from 2,675 people who use home landscape irrigation in all states nationwide and from three areas experiencing serious water issues: Florida, California, and the Chesapeake Bay Watershed. There were differences among respondents as a function of geographical location, which revealed people are likely influenced by their exposure to and experience with water issues. There were significant differences between respondents' perceived importance with clean water for different purposes and plentiful water for different purposes. We identified gaps between importance of and satisfaction with clean and plentiful water for different purposes which demonstrate dissatisfaction around important water topics, such as clean water for local and large water bodies. The findings provide insight for targeted programs surrounding local needs and issues. Agricultural education professionals who work on water issues should emphasize home irrigation users' influence on water quality issues over water quantity issues, and should incorporate locally specific findings into programs.

Using Cognitive Dissonance to Theoretically Explain Water Conservation Intentions

“…Due to unavailability of above-mentioned target population's sampling frame (Kumar Chaudhary et al, 2017;Huang et al, 2016, Warner, Kumar Chaudhary, Lamm, Rumble, & Momol, 2017Warner, Rumble, Martin, Lamm, & Cantrell, 2015), a purposive sample (N = 932) was acquired by a web-based survey sampling company using a non-probability opt-in sampling method. In the absence of existing sampling frame, it is the researchers' responsibility to select the best available sample, which has limited sampling frame error (Burns & Bush, 2003).…”

Managing Demand-Side Water Conservation in the United States: An Audience Segmentation Approach

“…The researchers recommended that water conservation programming target the subgroup of irrigation users who were already water-conscious but had capacity to improve their water conservation practices [25]. Warner et al subsequently conducted a study at a national level using the established subgroups and reported similar results, again concluding the water-considerate majority held the greatest potential to adopt new water habits [4].…”

“…In the United States (U.S.), many consumers are not aware of the severity of water scarcity issues and may fail to take action for a variety of reasons. Therefore, environmental communication initiatives need to be developed that resonate with specific groups of water users [4].…”

Perceived Importance of Water Issues and Factors Affecting Learning Opportunities in Oklahoma

“…In particular, several stakeholders, including tribal nations, the city of Oklahoma City, and Tarrant and intention to adopt fertilization or irrigation practices [26]. Different analytical approaches such as importance-performance analysis [27], cluster analysis [24], and discriminant analysis [28] are used to segment residents' water conservation behavior and opinion. To our knowledge, there is no previous study on the typology of residents by their perceived importance of water issues in the United States.…”