Segmenting and Targeting Irrigators' Preferences Regarding Proposed Water Transfers

Sharing water is a contentious environmental issue. Irrigation controls the majority of water resources, but international experiences illustrate that irrigators are reluctant to share their water. How can resource managers achieve acceptance of water-sharing policies to meet the changing needs of s...

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Bibliographic Details
Published in:Society & natural resources 2015-04, Vol.28 (4), p.423-438
Main Authors: Lafreniere, Katherine C., Deshpande, Sameer, Bjornlund, Henning
Format: Article
Language:English
Subjects:
conjoint analysis
Environmental policy
Framing
Irrigation
market segmentation
marketing strategy
Natural resource management
Perception
Perceptions
social marketing
Water management
Water policy
Water resources
water scarcity
water transfers
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Summary:Sharing water is a contentious environmental issue. Irrigation controls the majority of water resources, but international experiences illustrate that irrigators are reluctant to share their water. How can resource managers achieve acceptance of water-sharing policies to meet the changing needs of society? This study focuses on strategies for selling a political agenda related to water transfers from agriculture. A survey was conducted with 275 irrigators in the western Canadian province of Alberta to assess how attributes that define a water transfer influence irrigators' acceptance rates. Results indicated that the purpose of the transfer was the most important attribute. Six segments emerged based on perceptions of attributes. Greenies, Water Savers, and Efficiency Savers considered environmental attributes, whereas Personal Gainers and Municipal Friends considered personal and municipal attributes. Nay Sayers rejected transfers regardless of attributes. These results provide recommendations for resource managers attempting to persuade irrigators to share their water.
ISSN:0894-1920
1521-0723
DOI:10.1080/08941920.2014.948240