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The Evaluation of Information Campaigns to Promote Voluntary Household Water Conservation

Australian Research Centre for Water in Society

Blair E. Nancarrow

Australian Research Centre for Water in Society

Clive Seligman

University of Western Ontario

Save-water campaigns are the most common tools for promoting household water conservation. Despite their popularity, there is some debate about how effective they are. In this article, the authors provide a representative review of the summative evaluations of persuasive conservation programs. It is concluded that there is an underuse of quasi-experimental techniques and qualitative analysis. Most have been too broad to allow for specific suggestions for improving campaigns. In the second half of the review, an outline of a communications model is offered and literature relating to both input and output variables pertaining to persuasion summarized. Gaps in understanding are identified. The need to systematically research behavioral change models to improve understanding and performance of persuasive water conservation campaigns is discussed.

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