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This study, conducted using a non-experimental and cross-sectional survey, was undertaken to explore distinguishing characteristics between intenders and non-intenders regarding donation behaviors to organizations that work to protect water resources. The case presented here was drawn from the state of Florida, U.S. where many organizations rely on public donations to complete their missions. An electronic, opt-in, nonprobability survey panel design employing a representative quota sample was used to recruit residents for data collection. Three normative lenses were used to compare the two groups. The findings of the study revealed that intenders had greater generalized (injunctive and descriptive), expectancy-based (injunctive and descriptive), and value-expectancy (injunctive and descriptive) normative beliefs compared to non-intenders. Among the three normative types, generalized normative beliefs provided the most robust distinction between the two groups with generalized descriptive norms being the most important distinguishing factor. This finding reveals potential donors' perceptions of whether the important people in their lives are engaged in donating to these organizations are more important than whether they perceive approval or expectation to do so. In terms of personal characteristics, results showed intenders were significantly younger, more likely to hold a professional degree or have a higher income, and more likely to have made a financial donation in the past relative to their counterparts who lacked intent. It is recommended that organizations focus on effectively showcasing donation behaviors of important others and targeting previous and younger donors to enhance public donations for water resources or similar environmental conservation programs. [ABSTRACT FROM AUTHOR]

Water scarcity in the United States needs to be addressed with demand- and supply-side initiatives. Yet, water is often provided for a low cost to households in residential areas that have the potential to reduce water consumption. The theory of planned behavior (TpB) is a social science theory used to understand why volitional conservation behaviors, including water conservation, are performed by consumers. Additional predictors are included in TpB in water literature, and motivations for behavioral actions may help further explain residential water conservation behavior. This study sought to determine whether TpB and motivation predicted residential water conservation behavior. Data were collected with an online survey (n = 907) in September 2022 from residents of Florida, Georgia, and Alabama using non-probability opt-in quota sampling. The data were analyzed in R using the lavaan package. The results indicate that there was a significant direct effect of attitude and subjective norms on intention. There was a significant direct effect of intention on behavior. There was a significant negative direct effect of extrinsic motivation on behavior. Mediation was present in the model with intrinsic motivation. Perhaps the respondents had not thought about rewards or punishments in the context of water conservation because of the availability of water at a low cost and therefore were not extrinsically motivated to conserve water. [ABSTRACT FROM AUTHOR]

In many parts of the world, water scarcity is increasing due to climate change and the deterioration of the quantity and quality of water sources. In the southeastern U.S., water conservation is of particular concern because of the decades-long water war between the states of Florida, Georgia, and Alabama over two shared river basins. Individuals can only do so much to conserve water in their home, but different forms of donations can contribute to larger efforts resulting in greater environmental impact. Using a conceptual framework connecting self-identity to water conservation contribution engagement, the purpose of this study was to determine if personal water conservation behavioral intent impacted contributions to organizations supporting water conservation so effective communication strategies can be developed. Previous studies connected self-identity and intention to engage in pro-environmental behaviors, but there is a lack of research on the connection to water conservation donation behavior. Respondents were recruited to take an online survey using non-probability opt-in sampling. Self-reported intent to engage in water conservation behaviors, current contribution behaviors (if they donate to an organization that protects water, are a member of a water conservation organization, own a specialty license plate that supports water conservation, and volunteer for water conservation events), and total family income in the past year were obtained. Data were analyzed using point-biserial correlations and binary logistic regressions. The results indicated personal water conservation behavioral intent was positively correlated to water conservation contribution behaviors. Personal water conservation behavioral intent and income level were significant predictors of contribution behaviors. Environmental communicators and educators should encourage those who identify as conservationists to increase their self-identity through contributing to organizations. Future research should be conducted to determine if actual versus perceived discretionary income and/or time is a predictor of contributions. [ABSTRACT FROM AUTHOR]

This study sought to disentangle distinctions of social norms that can be used to address residential overuse of irrigation water. Nuances of social norms pertaining to eliminating 1/3 of a household's irrigated landscape were examined by comparing generalized, expectancy-based, and value-expectancy beliefs with electronic survey data from 315 adults in Florida, USA. Spearman's correlations were used to evaluate relationships and ordinal regression was used to examine the predictive capacity of generalized, expectancy-based, and value-expectancy models. The generalized model fit best, with generalized descriptive norms as the more powerful predictor, implying descriptive norms should be used as a route to increase behavioral engagement. People working on water issues are encouraged to use social norms strategies to promote awareness of others' reduction of irrigated landscape to increase participation in water conservation. Findings revealed an important challenge in that generalized descriptive norms are specific to an individual's important persons rather than named referent groups. [ABSTRACT FROM AUTHOR]

The availability of fresh water affects public health and living standards around the globe, yet water resources are being rapidly depleted by unsustainable human activities. Strained freshwater resources will perpetuate unless the public is made aware of the severity of water scarcity issues. Audience segmentation, used frequently by environmental communicators to target unreached groups, is a social marketing strategy that segments audiences with shared characteristics to inform the development of effective communication messages. The purpose of this study was to determine characteristics of audience segments based on their level of water conservation behaviors. An online survey of the United States general public captured levels of water conservation behaviors based on how consumers prepare to vote on policy and intent to engage in water conservation behaviors. Cluster analysis resulted in two audience segments: lower water conservation and higher water conservation. Further analysis indicated significant demographic differences between the segments. The lower water segment presented less education, more moderate or conservative political beliefs, and lower family income levels than the higher water segment. Communication messages for the lower water segment should align with these characteristics, including using less scientific verbiage, linking moderate and conservative perspectives with water conservation, and emphasizing economic gain/loss. [ABSTRACT FROM AUTHOR]

Freshwater resources are being rapidly depleted by unsustainable human activities in the United States (U.S.), causing concern for water security. If individuals were targeted with appropriate information, public engagement in water conservation may increase. Political affiliation and ideology may play a role in grouping individuals based on their engagement in water conservation, as environmental issues are politically contentious in the U.S. The purpose of the study was to determine if political affiliation, political ideology, and theory of planned behavior variables related to water conservation predicted intent to engage in water conservation. Data were collected from 1049 U.S. residents using non-probability opt-in sampling methods. Descriptive statistics and multiple linear regression models were used to analyze the data via the Statistical Package for the Social Sciences (SPSS) 26. The results from a multiple linear regression model revealed that political affiliation, political ideology, attitude, subjective norms, and perceived behavioral control predicted 27.5% of variance in respondents' intent to engage in water conservation; however, the variance accounted for was mostly attributed to theory of planned behavior variables. The findings have implications for environmental communication, namely focusing on increasing subjective norms towards water conservation. [ABSTRACT FROM AUTHOR]