Analyzing differences among non-adopters of residential stormwater management practices

This study identifies a profile of households that are likely to have stronger intentions to adopt two stormwater management practices, rain gardens and rain barrels. In particular, this study identifies the characteristics of likely adopters compared to persistent non-adopters. The data is from a survey in Columbia, Missouri with a 44% response rate. Results of multinomial logit models show that being female and living in a suburban area are important demographic factors that increase the likelihood that households plan on adopting both practices. This was also true for having positive attitudes towards the environment and believing that they need to protect water quality. Households that are more aware of the practices and perceive a need for technical knowledge to implement the practices are apt to be likely adopters. Since likely adopters are clearly different from persistent non-adopters, the direct comparison of these groups can facilitate targeted policies and informational campaigns.