Identifying Communication Strategies to Reach Florida about Government Regulated Water
Keywords:
Water Conservation, Audience Segmentation, Theory of Planned Behavior, Government Regulation, Agricultural Communications, Florida, Demographic CharacteristicsAbstract
The largest consumers of water in Florida are single-family homeowners. The increase in population and the availability of quality water in Florida poses a concern. Identifying audience segments through demographic characteristics can assist in determining strategies to communicate with consumers about government regulated water policies. The purpose of this study was to examine how perceptions of government-mandated water conservation initiatives were related to reported water conservation behaviors based on demographics. Understanding the relationship between government-mandated water conservation initiatives and water conservation behaviors may assist in strategy development when communicating about the need to conserve water to various audience segments based on demographic characteristics.
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