Evaluating connections between personal well-being and adoption of landscape best management practices: An audience segmentation study

Integrated pest management and outdoor water conservation comprise key practices encouraged by nonformal educators who work with the public to address significant issues related to water quality and availability. Disconnects among diverse audiences and educational programs pose challenges in achieving the goals of these types of programs. To discern a potential nonformal educational programming strategy, we conducted audience segmentation research incorporating residential environmental landscape best management practices and compared resulting subgroups' characteristics. We explored this paradigm through the context of Extension education and used a nationally-distributed electronic survey instrument to measure well-being and landscape management perceptions and practices in the United States. We collected 2601 complete survey responses and employed cluster analysis to divide the respondents into homogenous subgroups, followed by analysis of variance and chi-square analyses to identify differences among the subgroups. The group that indicated the highest level of engagement with water conservation and IPM practices also had significantly higher well-being, demonstrating the potential to align IPM education with more commonly promoted conservation practices. Membership in the highest IPM and water conservation group was related to several socio-demographic characteristics, including age, homeownership, and homeowners’ association membership. This group was also most likely to engage with educational programs. Understanding these indicators of engagement in landscape best management practices and nonformal education, along with higher well-being, may be useful in determining target audiences and potential engagement with nonformal education programs. •Audience segmentation can inform more impactful and targeted nonformal education.•Integrated pest management (IPM) and water conservation rarely considered together.•2601 survey responses were collected from households across the United States.•High engagement in IPM corresponds to greater water conservation.•Those most engaged in IPM and water conservation have highest levels of personal well-being.