Social and Behavioral Sciences Commons^™

Identifying Factors To Increase The Adoption Of Integrated Pest Management Practices: An Audience Segmentation Study, John M. Diaz, Laura A. Warner, Faith M. Oi

Journal of International Agricultural and Extension Education

Tailoring programs based on audience needs and priorities is a critical component of effective programs. Audience segmentation research provides an opportunity to identify subgroups based on characteristics that affect their willingness to adopt a certain behavior and allows extension programs to fulfill a variety of needs and target the most important groups within a population. Currently there is minimal research exploring the factors that influence the sustained adoption of environmentally responsible pest management practices. As a result, the purpose of this study was to explore potential extension audience segmentation strategies by evaluating factors related to differences in residents’ intentions to …