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

The availability of fresh water affects public health and living standards around the globe, yet water resources are being rapidly depleted by unsustainable human activities. Strained freshwater resources will perpetuate unless the public is made aware of the severity of water scarcity issues. Audie...

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Autores principales:	Kristin E. Gibson, Allison R. Fortner, Alexa J. Lamm, Laura A. Warner
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	audience segmentation communication water conservation water-saving technology Hydraulic engineering TC1-978 Water supply for domestic and industrial purposes TD201-500
Acceso en línea:	https://doaj.org/article/3b161287e61c45f48dd43ed6769e0240
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spelling	oai:doaj.org-article:3b161287e61c45f48dd43ed6769e02402021-11-11T19:53:47ZManaging Demand-Side Water Conservation in the United States: An Audience Segmentation Approach10.3390/w132129922073-4441https://doaj.org/article/3b161287e61c45f48dd43ed6769e02402021-10-01T00:00:00Zhttps://www.mdpi.com/2073-4441/13/21/2992https://doaj.org/toc/2073-4441The availability of fresh water affects public health and living standards around the globe, yet water resources are being rapidly depleted by unsustainable human activities. Strained freshwater resources will perpetuate unless the public is made aware of the severity of water scarcity issues. Audience segmentation, used frequently by environmental communicators to target unreached groups, is a social marketing strategy that segments audiences with shared characteristics to inform the development of effective communication messages. The purpose of this study was to determine characteristics of audience segments based on their level of water conservation behaviors. An online survey of the United States general public captured levels of water conservation behaviors based on how consumers prepare to vote on policy and intent to engage in water conservation behaviors. Cluster analysis resulted in two audience segments: lower water conservation and higher water conservation. Further analysis indicated significant demographic differences between the segments. The lower water segment presented less education, more moderate or conservative political beliefs, and lower family income levels than the higher water segment. Communication messages for the lower water segment should align with these characteristics, including using less scientific verbiage, linking moderate and conservative perspectives with water conservation, and emphasizing economic gain/loss.Kristin E. GibsonAllison R. FortnerAlexa J. LammLaura A. WarnerMDPI AGarticleaudience segmentationcommunicationwater conservationwater-saving technologyHydraulic engineeringTC1-978Water supply for domestic and industrial purposesTD201-500ENWater, Vol 13, Iss 2992, p 2992 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	audience segmentation communication water conservation water-saving technology Hydraulic engineering TC1-978 Water supply for domestic and industrial purposes TD201-500
spellingShingle	audience segmentation communication water conservation water-saving technology Hydraulic engineering TC1-978 Water supply for domestic and industrial purposes TD201-500 Kristin E. Gibson Allison R. Fortner Alexa J. Lamm Laura A. Warner Managing Demand-Side Water Conservation in the United States: An Audience Segmentation Approach
description	The availability of fresh water affects public health and living standards around the globe, yet water resources are being rapidly depleted by unsustainable human activities. Strained freshwater resources will perpetuate unless the public is made aware of the severity of water scarcity issues. Audience segmentation, used frequently by environmental communicators to target unreached groups, is a social marketing strategy that segments audiences with shared characteristics to inform the development of effective communication messages. The purpose of this study was to determine characteristics of audience segments based on their level of water conservation behaviors. An online survey of the United States general public captured levels of water conservation behaviors based on how consumers prepare to vote on policy and intent to engage in water conservation behaviors. Cluster analysis resulted in two audience segments: lower water conservation and higher water conservation. Further analysis indicated significant demographic differences between the segments. The lower water segment presented less education, more moderate or conservative political beliefs, and lower family income levels than the higher water segment. Communication messages for the lower water segment should align with these characteristics, including using less scientific verbiage, linking moderate and conservative perspectives with water conservation, and emphasizing economic gain/loss.
format	article
author	Kristin E. Gibson Allison R. Fortner Alexa J. Lamm Laura A. Warner
author_facet	Kristin E. Gibson Allison R. Fortner Alexa J. Lamm Laura A. Warner
author_sort	Kristin E. Gibson
title	Managing Demand-Side Water Conservation in the United States: An Audience Segmentation Approach
title_short	Managing Demand-Side Water Conservation in the United States: An Audience Segmentation Approach
title_full	Managing Demand-Side Water Conservation in the United States: An Audience Segmentation Approach
title_fullStr	Managing Demand-Side Water Conservation in the United States: An Audience Segmentation Approach
title_full_unstemmed	Managing Demand-Side Water Conservation in the United States: An Audience Segmentation Approach
title_sort	managing demand-side water conservation in the united states: an audience segmentation approach
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/3b161287e61c45f48dd43ed6769e0240
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Managing Demand-Side Water Conservation in the United States: An Audience Segmentation Approach

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