气候变化领域集成服务门户(CCPortal): Social marketing approach to bring change in water use behaviour of rural people of Punjab; India

CCPortal

DOI	10.2166/wcc.2018.150
	Social marketing approach to bring change in water use behaviour of rural people of Punjab; India
	Sharma P.; Kaur L.; Mittal R.; Kaur S.; Kaur S.
发表日期	2019
ISSN	20402244
起始页码	968
结束页码	976
卷号	10 期号:4
英文摘要	The world today is the victim of climate change; rising temperatures, erratic rainfall and extreme weather events leading to overexploitation of groundwater for various purposes at agricultural and household level. The present study is an action research applying a seven-step approach of social marketing to bring change in water use behaviour of rural people of Punjab, India. Findings revealed that the overall level of awareness of the majority of the respondents regarding climate change was found to be medium. They also suggested that awareness of effects of climate change on water resources and factors responsible for water depletion should be created among farming families to make them water saving conscious. Thus, an awareness campaign consisting of rallies and street plays was conducted. Knowledge regarding water saving technologies was imparted through skill training. Adoption of small water saving devices on a trial basis was facilitated by distributing water literacy kits. Post-knowledge test data revealed that the knowledge of 68.0% farmers and 61.33% of farm women increased to a high level after intervention. All the respondents adopted distributed technologies on a trial basis. The social marketing approach proved to bring about change in the water use behaviour of rural people and impacted their knowledge and adoption level. © IWA Publishing 2019.
英文关键词	Adoption; Climate change; Extension strategy; Rural Punjab; Social marketing approach; Water use behaviour
语种	英语
scopus关键词	Agriculture; Behavioral research; Commerce; Groundwater; Marketing; Rural areas; Water conservation; Water resources; Adoption; Distributed technologies; Extension strategy; Extreme weather events; Knowledge and adoptions; Social marketings; Water saving technology; Water use; Climate change; climate change; marketing; rural population; technology adoption; water resource; water use; India; Punjab [India]
来源期刊	Journal of Water and Climate Change
文献类型	期刊论文
条目标识符	http://gcip.llas.ac.cn/handle/2XKMVOVA/147962
作者单位	Department of Extension Education and Communication Management, Punjab Agricultural University, E-mail, Ludhiana, Punjab 141004, India; Department of Soil and Water Engineering, Punjab Agricultural University, Ludhiana, Punjab 141004, India
推荐引用方式 GB/T 7714	Sharma P.,Kaur L.,Mittal R.,et al. Social marketing approach to bring change in water use behaviour of rural people of Punjab; India[J],2019,10(4).
APA	Sharma P.,Kaur L.,Mittal R.,Kaur S.,&Kaur S..(2019).Social marketing approach to bring change in water use behaviour of rural people of Punjab; India.Journal of Water and Climate Change,10(4).
MLA	Sharma P.,et al."Social marketing approach to bring change in water use behaviour of rural people of Punjab; India".Journal of Water and Climate Change 10.4(2019).