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Water conservation customer behavior and effective communications

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  • TITLE PAGE

  • DISCLAIMER - COPYRIGHT

  • TABLE OF CONTENTS

  • TABLES

  • FIGURES

  • FOREWORD

  • ACKNOWLEDGMENTS

  • EXECUTIVE SUMMARY

  • CHAPTER 1: INTRODUCTION

    • Social Marketing

      • Key Social Marketing Principles

      • Commitment, Norms, and Prompts: Tools for Social Change

      • Potential Barriers to Social Change

    • Study Goals and Approach

    • Organization of This Report

  • CHAPTER 2: REVIEW OF THE LITERATURE ON CONSERVATION COMMUNICATION AND BEHAVIOR CHANGE EFFORTS

    • Water Conservation Campaigns

    • Application of Communication Strategies to Influence Conservation Behaviors

      • Social Marketing Research Example: Water Conservation Awareness, Attitudes, and Behaviors

      • CBSM Programmatic Example: Region of Durham

      • CBSM Programmatic Example: City of Calgary, Alberta, Canada

      • CBSM Research Example (Non-Water Related): Pilot to Increase Do-It-Yourself Oil Recycling Rates

      • Case Study – Seattle 1% Program

      • Social Marketing Research Example–Using Mass Media to Influence EnergyConsumption Behavior: California’s 2001 Flex Your Power Campaign asa Case Study

      • A National Example: ENERGY STAR®

    • Residential Water Use and Factors Influencing Consumption

      • Key Factors in Residential Demand

      • Impacts of Conservation Programs

      • Indoor Water Savings from Technological Changes

      • Outdoor Water Savings from Technological Changes

      • Utility Conservation Program Savings

    • Range of Communication Strategies and Tactics Used by Water Utilities

    • Conclusion

  • CHAPTER 3: OVERALL RESEARCH APPROACH AND METHODOLOGIES USED

    • Literature Review

      • Recruitment of Utility Partners

    • Utility Interviews and Case Study Development

      • Calculating the Size of the Sample for the Residential Survey

    • Sampling the Residential Customers and Obtaining Billing Data

    • Questionnaire Development

    • Survey Administration

    • Data Analysis and Analytic Methods

      • Data Limitations

  • CHAPTER 4: RESULTS

    • Survey Results

      • Survey Response Rates

      • Survey Results – Demographic Questions

      • Survey Results – Water, Conservation, and Environmental Questions

    • Water Use Comparison

      • Average Annual Water Use

    • Factors that Influence Water Use

      • Introduction

      • Basic Multiple Regression Model

      • Expanded Multiple Regression Models

      • Other Factors That Influence Water Use

    • Evaluation of Communication Strategies and Water Use

      • Tempe, Arizona (www.tempe.gov)

      • JEA – Jacksonville, Florida (www.jea.com)

      • Orange County, Florida (www.orangecountyfl.net)

      • Durham, North Carolina (www.durhamnc.gov)

    • Case Studies of Two Large Communication Campaigns

    • Phoenix, Arizona (www.phoenix.gov/waterservices)

    • Seattle, Washington (www.seattle.gov/util)

  • CHAPTER 5: IMPLICATIONS FOR WATER CONSERVATION COMMUNICATIONS

    • Planning Conservation Communication Efforts

      • Conservation or Efficiency Behavior

      • High Levels of Awareness

      • Credible “Influencers”

      • Communication Channels

      • Messaging and Motivation

      • Rebate/Incentive Communications

    • Findings in Relation to the 4 P’s of Social Marketing

      • Product

      • Price

      • Place

      • Promotion

    • Checklist for Developing a Water Conservation Outreach Campaign

      • Use a Strategic Communications Approach

      • Define Campaign Objectives

      • Know Your Audience

      • Understand Current Perceptions

      • Carefully Consider Communications Channels

      • Evaluate Performance

    • Recommendations for Evaluating Effective Conservation Communication Efforts

      • What Works: Findings from Research Partners

  • CHAPTER 6: CONCLUSIONS AND RECOMMENDATIONS FOR FURTHER STUDY

    • What This Study Tells Us and What We Now Know

    • What We Do Not Know

    • Areas for Further Research

  • APPENDIX A: UTILITY PARTNER INTERVIEW PROTOCOL

  • APPENDIX B: SURVEY INSTRUMENTS

  • APPENDIX C: SAMPLE SURVEY MATERIALS

  • APPENDIX D: ENUMERATED SURVEY RESPONSES

  • APPENDIX E: RANGE OF COMMUNICATION STRATEGIES AND TACTICSUSED BY WATER UTILITIES

  • REFERENCES

  • ABBREVIATIONS

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