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USING COMMUNITY BASED SOCIAL MARKETING TO ACHIEVE BEHAVIOR CHANGE FOR EXTENSION PROGRAMS

Extension Education

Elizabeth "liz" Felter
Commercial Food Systems & Horticulture Agent
University of Florida
Apopka

Abstract

Using Community Based Social Marketing (CBSM) to Achieve Behavior Change was a study that detailed an effort to help Extension agents move their program attendees from education to action. This study examined the perceptions of homeowners in Orange County, Florida, who have automated irrigation systems, regarding CBSM strategies to reduce water used for lawns. The study looked at the pragmatic approach of social marketing and the effectiveness of CBSM to bring about behavior change. The practical strategies used by CBSM seek to determine the barriers to behavior change and to understand the accepted societal behaviors, also known as norms. Once barriers and norms are established, the use of CBSM has a greater opportunity to be successful. This study used focus groups to gain insights on this complicated topic. The results revealed the barriers as pressure from the Home Owner’s Association (HOA’s) to have perfect grass, lack of knowledge about proper lawn care, confusion about when to water and the inability to use the irrigation timer correctly. The norm was to abide by the water restrictions and have a nice lawn. Also following the water restrictions was their primary means of conservation. In fact the areas that emerged as barriers such as lack of knowledge about lawn care, inability to use their irrigation system efficiently and understanding water restrictions are all classes taught by Extension. However, Extension needs to establish the barriers to behavior change prior to teaching a program in order to reduce the barriers and increase behavior change results.


 

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Poster has NOT been presented at any previous NACAA AM/PIC

This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.

A poster file has not been provided

Authors: E. Felter
  1. Felter, E. Commercial Horticulture Agent, University of Florida, Florida, 32812