Seeking,Thinking, Acting: Understanding Suburban Resident Perceptions and Behaviors Related to Stream Quality

Theories in risk, psychology, and communication suggest aiming to inform the public about basic ecological facts may not be enough to influence knowledge of risks or behaviors to mitigate water quality risks. The risk information‐seeking and processing model and the theory of planned behavior suggest several additional variables that are likely to influence risk‐mitigating behaviors. We used data from a survey of watershed residents in Ohio to explore a model of behavioral intentions to positively impact stream health. Residents' informational norms, or the perceived pressure to know about local stream health, strongly predicted their information‐seeking behaviors. Active‐seeking behaviors predicted positive attitudes toward behaviors impacting stream health, which predicted intentions to positively impact stream health. Implications for outreach include couching communication in terms of risk found important to the local community, here wildlife were seen as negatively influenced by water quality, as opposed to plain reports typically provided by utility companies. Increasing social pressure to feel informed by emphasizing the existing knowledge of stream ecology among residents could change the norm for the less informed. A low response rate limits the generalizability of findings here, but leveraging these findings in outreach efforts could prove more successful in engaging the public to improve stream health and support policies to improve stream health.