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Project ID: 2005ME81B

Title: Enhancing Lakefront Buffer Adoption through Social Marketing (pilot project)

Project Type: Research

Start Date: 05/01/2006

End Date: 09/30/2007

Congressional District: 2

Focus Categories: Education, Non Point Pollution, Methods

Keywords: Education, Watershed Management, Riparian Vegetation

Principal Investigators: Wilson, Laura R.; Jemison, John

Federal Funds: $12,729

Non-Federal Matching Funds: $18,165

Abstract: The lakefront vegetative buffer area is the last opportunity for the removal of phosphorus and other nonpoint source pollutants which threaten Maine lake water quality. However, the presence of effective buffers frequently conflicts with the individual homeowner?s landscape objectives (often a suburban-style green lawn and unobstructed views). The goals of this project are to: 1) identify barriers to developing lakefront buffers; and 2) develop and evaluate social marketing tools to effect behavior change pertaining to installation and maintenance of lakefront buffer areas. It is only by examining the motivations of the landowner, including understanding the benefits and barriers to that landowner regarding the behaviors we wish to encourage/discourage, that we can develop successful lake protection marketing methods and potentially set a new social norm. Therefore, we will investigate landowners? perceptions of the benefits and barriers to installing and maintaining lakefront buffers, and test two social marketing tools designed to address those benefits and barriers.

Progress/Completion Report, PDF

U.S. Department of the Interior, U.S. Geological Survey
Maintained by: John Schefter
Last Updated: Wednesday, May 27, 2009
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