Landowners and Riparian Restoration

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Landowners and Riparian Restoration

• a human dimensions perspective!
• Kathleen L. Wolf, Ph.D.Research Social Scientist
• University of Washington

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2 parts1. survey research/attitudes
valuesLandscape Management for Nonpoint Source
Pollution by Small Parcel OwnersUSDA Forest
Service 2. fostering sustainable behaviorDoug
McKenzie-Mohr
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nearby nature physical activity
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trees traffic safety
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city trees retail behavior
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2 parts1. survey research/attitudes
valuesLandscape Management for Nonpoint Source
Pollution by Small Parcel OwnersUSDA Forest
Service
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NPS-principal remaining cause of water quality
problems in the U.S.

• Any source of pollution not associated with a
  distinct discharge point
• households
• marinas
• rainwater conveyance
• agricultural land runoff
• industrial sites
• roads parking lots
• timber operations

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livestock landscape impacts
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NPS mitigation-people/roles

• Scientists
• Agency policy makers
• Local electeds
• Agency program staff
• Institutional landowners
• Large parcel private landowners
• Small parcel private landowners

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management mitigation programs

• Learning based
• workshops
• publications
• demonstrations

• Incentive based
• fiscal resources
• materials
• labor

• Regulatory

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Research Goals

• Assessment
• program participant profiles
• management activities
• land character

• Evaluation
• effectiveness of components
• program satisfaction
• psychological dynamics

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Psychological Dynamics

• Motivationsunobservable constructs derived from
  both personal and external sources that both
  energize and direct a persons behavior

• Satisfactionsexperienced when motives are
  successfully expressed in actions or outcomes

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Research Methods

• Qualitative interviews
• Quantitative surveys
• 1827 surveys, 26 response rate
• western Washington
• Conservation District participants
• small parcel landowners

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Who Participated?
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Their Land Actions
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Results - Motivations

• Stewardship ethic 4.27
• connection to larger landscape systems
• Responsibility 3.85
• protect ones land and animals, savings
• Personal Commitment 3.30
• make available time resources
• Feasibility 3.24
• activities easy to implement, resources available
• External influences 1.63
• government or community influences

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Results - Satisfactions

• Landscape Systems 4.16
• make a difference on the land
• Integrated Actions 3.67
• lifestyle and routine
• Social Interaction 2.42
• meeting people and teaching
• Experimentation 2.25
• building new knowledge

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Why is this useful?

• Improved participant recruitment retention
• More effective outreach, better programs
• Sustained/durable behaviors
• Watershed/riparian health quality

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How to motivate? Appeal to

• Caring
• Competence
• Convenience

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Acknowledgements

• Landowners interviews/survey participants
• W. WA Conservation Districts staff
• U.S.D.A. Forest Service, Aquatic Lands
  Interaction Program
• Center for Streamside Studies
• Jennifer Ise, M.S.
• Clare Ryan, Ph.D., UW - Co-investigator

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Last photo I ever took . . . . . .
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Last photo I ever took . . . . . .
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Last photo I ever took . . . . . .
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2 parts2. fostering sustainable behaviorDoug
McKenzie-MohrIs information intensive
education enough?
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Community Based Social MarketingDoug
McKenzie-MohrWilliam Smith1999
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Applications

• recycling
• energy conservation
• one car-one driver - no!
• water conservation
• behavior based change!

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Steps of Social Marketing

• select behaviors
• identify barriers benefits
• develop strategies
• conduct pilot (with evaluation)
• broadly implement

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Steps of Social Marketing

• select behaviors
• identify barriers benefits
• develop strategies
• conduct pilot (with evaluation)
• broadly implement

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Steps of Social Marketing

• select behaviors
• identify barriers benefits
• develop strategies
• conduct pilot (with evaluation)
• broadly implement

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More Than Education!durable behavior change
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Tools for Change

• communication (context awareness)
• commitment (small request, pledge)
• prompt (reminder in action place)
• incentives (visible immediate)
• certification (achievement appeal)
• norms (just do it, social network)

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www.cfr.washington.edu/research.envmind