Extension professionals can play a role in addressing water scarcity issues by helping home landscape irrigation users to conserve water. This study used survey research to examine the relationship between several variables, including attitudes, subjective norms, perceived behavioral control, personal norms, demographic factors, and past behaviors, on intention to use good irrigation practices among Florida home landscape irrigation users (N = 1,063). Following subsequent hierarchical linear regression models, the final model explained 39% of the variance in intentions to engage in good landscape irrigation practices. Subjective norms had a strong influence on intention to engage in landscape water conservation, and past behaviors and personal norms improved the prediction. Extension professionals should incorporate subjective norms into water conservation programs by emphasizing somewhat invisible conservation behaviors to improve perceptions of peers’ practices. When personal norms are strong, the subjective norms are slightly less important. Residents who feel a personal obligation to conserve water may be more open to information related to water conservation, and they may be more likely to act, even in the absence of social support. Finally, Extension professionals should consider the audience’s past behaviors to design programs that are compatible with actions that Extension clients are likely to take.

The purpose was to examine whether connectedness to water could improve the predictive power of the Theory of Planned Behavior on outdoor water conservation intentions. We adapted the well-establis...

Due to the severe effects of climate change on the agricultural sector, urgent action is required on the part of farmers and is, indeed, critical to reducing climate change impacts. However, reports globally revealed farmers’ engagement in climate change adaptation is still insufficient, ambivalent, and inconsistent and farmers do not consider adaptation to be urgent. Researchers have argued that this issue is rooted in psychological biases beside other factors. Therefore, the aim of this study is to evaluate how psychological distance determines climate change beliefs, risk perception and adaptation strategies among Iranian farmers. A cross-sectional paper-based survey was conducted in theDasht-e Azadegancounty of Khuzestan province in southwest Iran. The study sample consisted of 250 farmers selected through a multi-stage random sampling process. An expert panel review and a pilot study were conducted to confirm convergent validity and reliability of the scales. The results confirm that all four dimensions of psychological distance influence water management adaptation strategies and non-farm activities. Moreover, all psychological dimensions, except the temporal dimension, affect adaptation in farming management. Thus, making climate change more proximal to decision makers could be a strategic way of encouraging individuals to take adaptive actions. This study emphasizes that concepts of psychological distance can be applied to help organizations (e.g., agriculture extension services) to understand farmers’ risk perceptions and responses to climate change impacts and improve risk communication to better engage farmers in climate action.

Today’s complex issues require technical expertise as well as the application of innovative social science techniques within Extension contexts. Researchers have suggested that a social science approach will play a critical role in water conservation, and people who use home landscape irrigation comprise a critical target audience for agriculture and natural resources professionals. This study was conducted to examine the possible role of an audience segmentation approach in addressing the complex issue of water resources. This research used descriptive discriminant analysis to assign national irrigation users to previously identified subgroups found in the literature (the water considerate majority, the water savvy conservationists, and the unconcerned water users) and compare characteristics to identify differences on a national scale. Results revealed the nation’s irrigation users are fairly water conscious. The findings implied unique subgroups exist among targeted Extension audiences relevant to specific behaviors, and Extension programs should focus on different programmatic objectives for targeting different subgroups. Differences were found among the three subgroups in water conservation behaviors, personal and social normative beliefs, use of landscape professionals for irrigation maintenance, and learning preferences. Recommendations were provided on how to use the results to develop impact-driven Extension programs.