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Author: search.filters.author.McLeod LJSubject: search.filters.subject.audience segmentation

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    Identifying barriers to installing above-ground rainwater tanks in urban households in Aotearoa New Zealand: a segmentation approach
    (Informa UK Limited, trading as Taylor & Francis Group, 2024-09-05) McLeod LJ; Dorner Z; Hine DW; Kitson JC; Milfont TL; Stahlmann-Brown P; Tassell-Matamua NA
    Urbanisation poses numerous challenges to fresh water biodiversity, and installation of above-ground rainwater tanks on private properties is one important tool for addressing these challenges. In this paper, we used an online survey targeting a representative sample of 1291 urban residents to investigate their underlying capabilities, opportunities, and motivations for installation of above-ground rainwater tanks on their properties. Only 221 (17%) of the 1,291 respondents already had an above-ground rainwater tank installed on their property. By segmenting on behavioural variables, we found that those urban residents who currently did not have a water tank on their property were not homogeneous. We identified three audience segments, ‘Supportive’ (19%), ‘Receptive’ (59%) and ‘Reluctant’ (22%), each with their own unique driver and barrier combination to rainwater tank installation. Suitable leverage points and behaviour change tools (e.g. education, enablement, incentivisation) and message framing (environmental, community, or functional benefits) are identified for each segment.
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    Motivating residents to volunteer for urban waterway restoration: A segmentation approach
    (Wiley Periodicals LLC on behalf of Society for Conservation Biology, 2024-11-03) Dorner Z; McLeod LJ; Milfont TL; Stahlmann-Brown P; Hine DW; Maris RDC; Kitson JC; Tassell-Matamua NA
    Urban landscapes play a crucial role in the health of freshwater ecosystems. The task of protecting and restoring urban freshwater waterways requires concerted efforts from all sectors of society, including volunteers. The recruitment and retention of volunteers is often a challenge for community environmental organizations as urban residents are diverse and influenced by a blend of personal, societal, and environmental factors. We surveyed a representative sample of 1901 urban residents across Aotearoa New Zealand and used the Behaviour Change Wheel framework and audience segmentation to understand the underlying factors influencing volunteering for waterway restoration projects and to identify potential target audiences to recruit new volunteers. We identified four segments within the target audience (“Supportive,” “Receptive but unsure,” “Hesitant and lack opportunity,” and “Reluctant”) each with its own unique profile of capabilities, opportunities, and motivations for volunteering. Recommendations for appropriate intervention designs to increase levels of volunteering include providing tailored messaging and events for those who are “Receptive but unsure” or “Hesitant and lack opportunity” and information about volunteering opportunities to “Supportive” individuals. This knowledge lays the groundwork for future initiatives focused on increasing urbanites' volunteering with community freshwater restoration groups.