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Assessing Connectedness To Water As A Catalyst For Change: A Multidimensional Approach To Extension Education On Water Conservation, John M. Diaz, Laura Warner

Journal of International Agricultural and Extension Education

As issues of water security remain pervasive, extension educators continue to search for strategies to promote water conservation. Social marketing represents such a strategy that can be leveraged as a tool to better understand target audiences and develop strategic communication campaigns to promote practice adoption and behavior change. Research demonstrates that social marketing efforts that focus on understanding and developing personal norms and values hold promise for increasing the implementation of residential conservation behaviors. The construct of Connectedness to Nature is one strategy for developing environmentally aligned personal norms. This study leverages a similar concept, connectedness to water, to understand …