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yards to non-grass, xeric alternatives, but they must also concentrate on the proper
irrigation techniques and other practices that conserve water.
Comparatively half of the neighborhoods with moderate demand (n
6)
exhibited perceptions that underestimated consumption. These areas also contain
older housing (mean of 38 years) compared to low water-demand areas (Table
2.3
).
Although less affluent than the high-demand neighborhoods, the income levels
widely ranged from low ($20-40,000) to high (
¼
$80,000). Yet the average-use
areas that accurately view their water demand to be moderate have more grass and
other green vegetation than other areas (64% compared to 23%). Meanwhile,
residents in low-demand areas that overestimate water use had more vegetative
cover than those who accurately perceive demand to be low (on average, 84%
compared to 33%). These water-efficient neighborhoods, which most accurately
perceive demand (i.e., to be low), also encompassed newer homes with residents of
more modest income levels compared to the other areas. Thus, while perceptions
about water consumption appear most influenced by the visible greenness of
vegetation in residential neighborhoods, high-demand areas with older infrastruc-
ture, wealthy residents, and relatively xeric landscapes could be specially targeted
for enhanced water-use efficiency (Fig.
2.4a
,
b
).
>
2.5 Applications and Significance for Socio-spatial Research
Drawing on the strengths of an integrated, spatial approach, we had two primary
goals in this chapter. The first was to illustrate a mixed-methods research approach
and its applications to water conservation planning, and the second was to reflect on
the opportunities and challenges associated with integrating diverse datasets in
human-environment research. Reflecting on our methods and finding, we recom-
mend targeted approaches for reducing residential water demand while outlining
research needs for integrated socio-spatial analyses that enhance understanding of
and planning for human-environment interactions.
2.5.1 Planning Applications for Integrated Geospatial Analysis
Currently, many conservation programs in the study region of Phoenix, AZ employ
voluntary programs based on educational outreach and financial incentives to
reduce residential demand (Larson et al.
2009b
). While some previous conservation
programs have been targeted to particular populations, as with a toilet-retrofit
program for elderly people, many efforts to conserve water are wholesale
campaigns that encourage people to reduce their consumption. Generic programs
such as “Water, Use It Wisely” (
http://www.wateruseitwisely.com/
)
, which
attempts to instill a conservation ethic among the broad public in Phoenix
and elsewhere, may be severely hampered by the overriding perception among
residents that they already use water in an efficient manner. These misperceptions
must be addressed, especially in high-demand neighborhoods where seemingly
