There are substantial opportunities for residents to conserve and protect water through irrigation and fertilizer best practices without sacrificing landscape quality. Promoting the adoption of practices and technologies to address water quality and quantity issues is one of the most important contributions extension can make to solving complex water problems. Extension needs to use innovative approaches to encourage adoption of landscape water conservation practices and technologies, and one underused behavior change strategy is social marketing. Social marketing can help extension encourage behavior change by positioning desired behaviors in terms of value to clientele. This study examined the relationship between the benefits people believe their home landscape provides and their engagement in good irrigation and fertilization practices. Aesthetics is the most valued landscape benefit but it is not strongly influential on good irrigation or fertilization practices. Individuals who perceive their landscape offers habitat benefits are most likely to engage in good irrigation practices, whereas individuals who believe their landscape provides environmental benefits are most likely to engage in good fertilization practices. People who believe their landscape offers monetary benefits are least likely to engage in good irrigation and good fertilizer practices. Extension professionals should develop programs that relate fertilization best practices to environmental benefits and irrigation best management practices to habitat benefits while emphasizing that landscape management best practices are compatible with landscape aesthetics.
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