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Gathering Information about your Watershed: Social Information

Gathering Information about your Watershed: Social Information. Indiana Watershed Leadership Academy January 6, 2009. Presenter: Linda Prokopy, Purdue University. Content based on materials developed in conjunction with Ken Genskow and Rebecca Power.

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Gathering Information about your Watershed: Social Information

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  1. Gathering Information about your Watershed:Social Information Indiana Watershed Leadership Academy January 6, 2009 Presenter: Linda Prokopy, Purdue University Content based on materials developed in conjunction with Ken Genskow and Rebecca Power

  2. Social Indicators for NPS Project Overview • Develop a system for collecting and using social data to evaluate NPS management efforts in Great Lakes Region/Region 5 • Partnership with USEPA, state water quality agencies, and land grant universities • Provide assistance & support to state programs and NPS projects • Complement existing “administrative” and “environmental” indicators

  3. Three Types of Indicators • Environmental • Pesticide levels, pH, E. coli • Administrative • Bean counting! • Number of plans written, number of newsletters distributed • Social

  4. Recreation, Tourism, Leisure Urbanization/growth Commerce, transportation, industry Stewardship, public involvement • Biophysical • Land, habitat, water • Social • Access, quality of life • Economic • Opportunities, base • Managerial • Research, monitoring, regulation, education HD Behavior & Effects Driving Forces Human Behavior Effects of Change Management Strategies HD.gov

  5. Management Response Driving Forces Human Behavior Effects of Change Management Strategies Options: • Regulate • Persuade • Outreach and education • Financial Support • Technical Support HD.gov

  6. Theory of Planned Behavior Attitudes Toward Behavior Behavior/ Action Social Norms Behavioral Intent Perceived Behavior Control Ajzen, 1988

  7. Innovativeness and Adoption Late Majority 34% Early Majority 34% Early Adopters 13.5% Laggards 16% Innovators 2.5% x - 2sd x - sd x x + sd Rogers, Everett M. 1995. Diffusion of Innovations

  8. Innovation-decision process knowledge persuasion decision implementation confirmation Rogers, 1995 Stages of Change Pre- contemplation Contemplation Preparation Action Maintenance Prochaska & Velicer, 1997

  9. Willingness to Behave Already prone to behave Not yet convinced Resistant to behave Can’t see/disagree with benefits Benefits are apparent Need to see benefits Self Interest Education Marketing Regulation Approach Rothschild, 1999

  10. Common Themes • People respond differently • Convey reason for behavior change • Understand constraints and motivations • Educational, financial, technical, cultural • Inertia and apathy

  11. Use of water quality management practices Program activities constraints Conceptual Model Management Strategies Driving Forces Human Behavior Effects Improvement & protection of water quality social norms skills values attitudes knowledge capacity awareness

  12. Overview of Social Indicators System • Core indicators, supplemental indicators, and background/contextual factors • All indicators measure change • Scale is project level • Critical areas • Target audiences

  13. Targeting • Focus efforts on area of greatest impact • Specific audience • Specific geographic area • Some behaviors in some places can have a disproportionate impact on water quality

  14. Targeting Critical Areas La Moine River Watershed, IL Source: McDermaid, K. 2005. Social Profile: La Moine River Ecosystem Partnership. University of Illinois at Urbana Champaign

  15. Use of water quality management Practices Program Activities constraints Conceptual model Improvement & protection of water quality social norms skills values attitudes knowledge capacity awareness

  16. Use of water quality management Practices Program Activities constraints Conceptual model Improvement & protection of water quality social norms skills values attitudes knowledge capacity awareness

  17. Awareness • Awareness of consequences of pollutants to water quality • Awareness of pollutant types impairing water quality • Awareness of pollutant sources impairing water quality • Awareness of appropriate practices to improve water quality

  18. Awareness of Consequences of Pollutants to Water Quality

  19. Awareness of Pollutant Types Impairing Water Quality

  20. Awareness of Pollutant Sources Impairing Water Quality

  21. Awareness of Appropriate Practices to Improve Water Quality

  22. Attitudes • General water-quality-related attitudes • Willingness to take action to improve water quality

  23. General Water-Quality Related Attitudes

  24. Willingness to Take Action to Improve Water Quality

  25. Constraints • Constraints to behavior change

  26. Constraints to Behavior Change • Constructs: • Economics / profitability • Financial incentives • Independence / own ideas • Environmental considerations • Status quo / traditional • Assistance incentives • Caution about government programs • Peer / norms considerations

  27. Constraints to Behavior Change

  28. Capacity Grant recipient • Resources leveraged by grant recipient For target audience • Funding available to support NPS practices in critical areas • Technical support available for NPS practices in critical areas • Ability to monitor practices in critical areas

  29. Behavior • Percentage of critical area receiving treatment • Percentage of target audience implementing practices in critical areas • Ordinances in place that will reduce NPS stressors

  30. Percentage of Target Audience Implementing Practices in Critical Areas

  31. What’s Novel in Our Approach • Consistent questions used before and after a project (and possibly mid project) • Consistent questions used across projects in one region • Surveys (when appropriate methodology) used rigorously and consistently • SIDMA – Social Indicators Data Management and Analysis tool

  32. Intended Applications • The system was developed to evaluate NPS projects, expanded for planning • Survey is not the same as a social profile or information collected as part of a social marketing campaign

  33. SI Planning and Evaluation Process

  34. State and Regional Level • Data can be summarized into impact reports • Data can be compared across projects to see what worked and why

  35. Identify Pollutants/ Stressors Select Practices Reach People Identify Places/ Causes Using Social Indicators • Clearly define environmental problems and the decision-makers ultimately responsible for solving them • Clearly define linkages between environmental and social outcomes

  36. Identify Pollutants/ Stressors Identify Places/ Causes Select Practices Reach People awareness capacity behaviors Improvement & protection of water quality attitudes constraints Using Social Indicators • Identify social outcomes that will achieve project and watershed goals

  37. Using Social Indicators • Monitor impacts of outreach activities • Feed evaluation data back into decision-making processes Plan Evaluate Act Adaptive Management Monitor

  38. Pristine Lake

  39. Pristine Lake - Background • Pollutants/Stressors • Pesticides • Nutrients • Places/Causes • Agricultural lands adjacent to rivers or streams • Lakeshore properties www.impactlab.com

  40. www.demco-products.com/Media/5-gal-sp.jpg www.demco-products.com/Media/5-gal-sp.jpg www.demco-products.com/Media/5-gal-sp.jpg www.demco-products.com/Media/5-gal-sp.jpg Pristine Lake - Background • People - Agricultural Producers • Livestock operators • Corn and soybean producers • People - Lakeshore Residents • With lawns www.demco-products.com

  41. Part 1: Review Demographic and Practice Adoption Data • Does anything stand out about the demographic data? • How many people are not using, but are willing to try the practice? • What level of awareness is there about each practice? • Which practices would you focus on?

  42. Part 2: Review Awareness, Attitudes and Constraints Data • What interesting patterns do you see? • What constraints and awareness issues might need to be addressed for behavior to change? • What attitudes can you take advantage of in crafting your outreach message?

  43. Part 3: Developing an Outreach Strategy • What social outcomes need to be achieved to improve water quality? • What messages will be effective at reaching members of the target audience? • Who should deliver the message? How should it be delivered? • Additional information needs?

  44. Social Indicators Team Team Co-Leaders: Ken Genskow, UW-Madison/UW-Extension Linda Prokopy, Purdue University Current Team Members: Jeremiah Asher, Michigan State University Adam Baumgart-Getz, Purdue University Joe Bonnell, The Ohio State University Cyd Curtis, EPA Region V Karlyn Eckman, University of Minnesota Kristin Floress, University of Wisconsin, Stevens Point Rebecca Power, CSREES Regional Water Quality Liaison Rachel Walker, University of Minnesota Danielle Wood, University of Wisconsin

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