With increased frequency of extreme weather events due to climate change, there is growing need for urban, small-scale adaptation and preventative measures such as stormwater management to reduce the risk of flooding. Homeowners are often reluctant to adopt preventative stormwater measures without tangible benefits or direct experience with the flooding risks or other negative externalities. Using community-based social marketing (CBSM) as a framework, we investigated how to more effectively encourage stormwater management at the household level. In collaboration with the Canadian non-profit organization, Reep Green Solutions (Region of Waterloo, Ontario), we focused on an existing program, the RAIN Home Visit (RHV), which was designed to increase engagement in pro-environmental stormwater management behaviors. Reports from the RHV were assessed, and past program participants were interviewed using a semi-structured question set to identify barriers encountered in enacting these behaviors and to assess the program for inclusion of CBSM principles and tools. Surveys were used to collect demographic data from participants. We found that while preferred behaviors were explained and incentives were provided, more thorough, clear explanation was needed for homeowners as well as incentives of suitable size and value to effectively motivate homeowners to change. Key features that should be included in future RHV programs are public commitments, follow-up, and reminders. Further research should consider risk perception impacts with CBSM, to determine how these can work together and, perhaps, which precedes the other. Some people may be more influenced by social norms to act and others by risk perception.

中文翻译：

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基于社区的社会营销—创造持久，可持续的环境变化：安大略省滑铁卢地区的家庭雨水管理计划的案例研究

随着气候变化导致极端天气事件发生的频率越来越高，对城市的小规模适应和预防措施（如雨水管理）以减少洪水风险的需求日益增长。房主通常不愿采取预防性的雨水措施，而没有明显的好处，也没有直接的洪水风险或其他负面外部影响的经验。以社区为基础的社会营销（CBSM）为框架，我们研究了如何在家庭一级更有效地鼓励雨水管理。通过与加拿大非营利组织Reep Green Solutions（安大略省滑铁卢地区）的合作，我们专注于现有计划RAIN Home Visit（RHV），该计划旨在增加对环保雨水管理行为的参与度。评估了RHV的报告，使用半结构化问题集对过去的计划参与者进行了访谈，以确定在实施这些行为时遇到的障碍，并评估计划是否包含CBSM原则和工具。调查用于收集参与者的人口统计数据。我们发现，虽然可以解释偏好的行为并提供激励措施，但仍需要对房主进行更彻底，清晰的解释，并需要具有适当规模和价值的激励措施，以有效地激励房主改变。未来的RHV计划应包含的关键功能是公共承诺，后续行动和提醒。进一步的研究应考虑CBSM对风险感知的影响，以确定它们如何协同工作，并且可能先于其他。