Rain Barrel Owners as a Piece of the Water Conservation Puzzle: Segmenting Extension Audiences Using Their Landscape Water Conservation Practices

Rain barrel owners may represent a target audience with whom Extension agents could engage in specific ways. The study reported here identifies unique attributes of rain barrel owners and may help develop programming to decrease residential water use. Clientele of a county Extension agent were surveyed about landscaping and water conservation efforts. Rain barrel owners reported performing significantly more water conservation behaviors, both outdoors and indoors, than those without a rain barrel. We conclude rain barrel ownership is related to additional water conservation behaviors in this audience. Implications for Extension programming, delivery strategy, and future research are discussed.