The study reported here was conducted to inform potential social norms approaches to water conservation programs. Using a theoretically informed survey instrument, we examined Floridians' perceived descriptive norms of close-peer, neighborhood, state, and national groups pertaining to water conservation. Respondents perceived that people conserved less as groups became more distant and perceived that conservation among close peers was most strongly related to their own conservation practices. When we considered perceptions of the four groups together, we found that only perceptions of close peers' conservation efforts significantly predicted respondents' conservation behaviors. Our findings revealed opportunities to highlight descriptive norms as an Extension strategy, especially among clientele's close peers.

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Creative Commons Attribution-Noncommercial 4.0 License
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