Understanding Good Irrigation and Fertilization Behaviors among Households Using Landscape Design Features

Abstract

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.

Keywords

• Audience segmentation
• Behavior change
• Social Marketing
• Extension strategies