The Monitoring of Water Conservation Behavior and Attitudes in Southern Californiaby Duane D. Baumann, Southern Illinois Univ at Carbondale, Carbondale, United States,
Eva Opitz, Southern Illinois Univ at Carbondale, Carbondale, United States,
Diane Egly, Southern Illinois Univ at Carbondale, Carbondale, United States,
Abstract: Seldom are the effects of public information programs monitored and analyzed in a sound, systematic manner. Information on the impact of investments in public information programs is essential: What are the returns on such public investments? Should the expenditures be increased or reduced? How can future investments be revised to obtain a greater impact? The few studies that monitor the effects of public information programs are usually poorly designed, and thereby limited in reaching credible, dependable conclusions. This paper is a preliminary report on a carefully designed ongoing monitoring program of the Metropolitan Water District of Southern California's public information program. Five surveys were conducted covering the time period of spring 1988 to fall 1990. The survey questions convered consumer knowledge and awareness of water conservation, conservation behavior, and factors that motivate or discourage conservation behavior. The paper provides an analysis focusing on the relationships between media, knowledge, attitudes, and behaviors in water conservation and the changes that have occurred in these areas through the duration of the study.
Subject Headings: Water conservation | Information management | Light rail transit | Public information programs | Investments | Risk management | Urban areas | North America | California | United States
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