Using Homeowners’ Association Membership to Define Audience Segments for Targeted Local Social Marketing Interventions: Implications From a Statewide Study

People working on water issues in the state of Florida, USA, recognize outdoor water conservation as an important area of focus. Social marketing has become increasingly accepted as a behavior change approach in Florida, but often the individuals who wish to use social marketing do not have access to the formative audience research needed. In addition to a lack of formative audience research, the prevalence of homeowners’ associations (HOAs) across the state further complicates outdoor water conservation initiatives. This study’s purpose was to evaluate how those who live in HOAs might be considered distinct segments for residential outdoor water conservation interventions. An electronic survey instrument was used to collect data to examine the relationship between theory of planned behavior variables and landscape water conservation behavioral intent in HOA and non-HOA segments. The model fits the two segments similarly. Then, descriptive norms drawn from four distinct referent groups (close-peer, neighborhood, state, and national) were introduced to the theory of planned behavior variables. None of the descriptive norms were significant in the non-HOA model, and close-peer, state, and national norms were significant in the HOA model. State norms had a negative relationship with behavioral intent. Findings revealed clear distinctions in factors relating to behavioral intent between the two segments. Social marketing efforts should treat non-HOA and HOA members as distinct segments and incorporate the normative beliefs that relate to intent among HOA dwellers.