Homeowners typically and incorrectly exclude irrigation costs when considering utility bills. This research identified residents who are: responsible for operating irrigation systems, and highly bothered by their utility bill; the rationale is they will be most receptive to behavior change. Decision-Ade™, a segmentation strategy based on two multi-item variables: utility-bill “botheredness” (UBB) and household budgetary constraints (HBCs), was used to explore three UBB Segments. Average monthly water bills were analyzed for each respondent in the highest UBB Segment (the Bothereds), and Decision-Ade™ was used to segment along the HBC dimension, verifying that the Bothereds were not most bothered strictly because they are most financially constrained. HBCs were compared to respondents’ household income to observe how the two variables are related. The Bothereds had members that also happened to be in all ranges of HBCs. Though 60% of the Bothereds also were in the highest HBC Segment, 40% of them were in the lower two. About 60% of the Bothereds will likely be most receptive to changes focused on water-use practices rather than products as long as they remain financially constrained; however, about 40% of them might be more capable of incorporating product upgrades because of their financial situation and high level of motivation.
Segmenting Florida residential irrigation users by utility-bill “botheredness” and household budgetary constraints.
Publish Date: 2016
Cantrell, R., Warner, L., Lamm, A. J., & Rumble, J. N. (2016). Segmenting Florida residential irrigation users by utility-bill “botheredness” and household budgetary constraints. Housing and Society, 43(1), 50-67. https://doi.org/10.1080/08882746.2016.1178007
Author(s): Cantrell, R., Warner, L., Lamm, A. J. & Rumble, J. N.
