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Open AccessArticle

Experience is Key: Examining the Relative Importance of Factors Influencing Individuals’ Water Conservation

1
Advertising and Public Relations, College of Communication and Information, University of Tennessee, Knoxville, TN 37996, USA
2
Public Relations and Advertising, College of Media and Communication, Texas Tech University, 2500 Broadway, Lubbock, TX 79409, USA
*
Author to whom correspondence should be addressed.
Water 2019, 11(9), 1870; https://doi.org/10.3390/w11091870
Received: 30 July 2019 / Revised: 2 September 2019 / Accepted: 5 September 2019 / Published: 9 September 2019
(This article belongs to the Special Issue Public Policy Analysis of Integrated Water Resource Management)
Conservation of our global natural resources is one of the most pressing concerns facing our international society. One of these crucial resources is water. The current study sought to understand how individual factors such as experience with water scarcity, message framing, and ideology can impact perceptions, attitudes, and behaviors related to water conservation. Through the utilization of an online experiment, the current findings suggest that higher levels of experience with water scarcity predict more concern, more positive credibility perceptions of water conservation messages, and a higher likelihood of conserving water in the future. Message framing, specifically gain frames, predicted more concern and more positive perceptions of message credibility, and ideology only predicted perceptions of message credibility. Implications for global communities, resource managers, and policy decision-makers are discussed. View Full-Text
Keywords: water conservation; natural resources; social science; experience; experiment water conservation; natural resources; social science; experience; experiment
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MDPI and ACS Style

Holland, D.; Janét, K.; Landrum, A. Experience is Key: Examining the Relative Importance of Factors Influencing Individuals’ Water Conservation. Water 2019, 11, 1870. https://doi.org/10.3390/w11091870

AMA Style

Holland D, Janét K, Landrum A. Experience is Key: Examining the Relative Importance of Factors Influencing Individuals’ Water Conservation. Water. 2019; 11(9):1870. https://doi.org/10.3390/w11091870

Chicago/Turabian Style

Holland, Derrick; Janét, Kristina; Landrum, Asheley. 2019. "Experience is Key: Examining the Relative Importance of Factors Influencing Individuals’ Water Conservation" Water 11, no. 9: 1870. https://doi.org/10.3390/w11091870

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