Best practices for household stormwater management programs: A community-based social marketing case study

Abstract

This research investigates how to most effectively develop pro-environmental stormwater management by homeowners in the Region of Waterloo, Ontario. This centres around strategies that focus on the role risk perception plays in behaviour change and follows successful models from community-based social marketing (CBSM). There is a challenge in encouraging people to adopt preventative measures to problems that are not tangible, such as climate change, where risks may not be directly experienced – people often do not expect a flood until after experiencing a flood. There is room for risk perception research to influence adoption of preventative measure through use of CBSM as minimal research has been done on risk perception for environmental concerns. With increasing commonality of extreme weather events due to climate change, there is a growing need for adaptation and preventative measures to be adopted. The research works collaboratively with non-profit organizations (REEP Green Solutions and Green Communities Canada) and an existing base of citizen participants that have been previously informed of stormwater management measures regarding their properties through involvement in a program aiming to increase engagement in pro-environmental stormwater management behaviours. Participants were interviewed to identify barriers encountered in enacting these behaviours. Identified barriers and solutions can be included in new behaviour change programs to increase adoption of pro-environmental behaviours. Determining how to encourage such behaviours is valuable as climate change is an issue where direct effects are not immediately seen. CBSM will be utilized as the guiding framework to assess and improve the program, and to encourage pro-environmental stormwater management behaviours. The research will conclude with an assessment of the existing program and recommendations for the future, leading to a more effective stormwater management program.