kentuckiana air education community survey results - wave 5 prepared for: paul schultz advertising...

Kentuckiana AIR EducationCommunity Survey Results - Wave 5

Prepared for: Paul Schultz Advertising

Prepared by: Aeffect, Inc.Deerfield, IL

December 2005

Aeffect, Inc. 2

Table of Contents

• Background and Objectives

• Summary of Findings

• Recommendations

• Methodology

• Respondent Profile

• Detailed Findings

– Perceptions of Air Quality

– Awareness of Air Quality Messages

– Awareness of KAIRE Programs

– Knowledge of Air Quality Issues

– Adoption of Target Behaviors

– Stages of Change

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Background and Objectives

• Kentuckiana AIR Education (KAIRE) is an organization that promotes awareness of air quality issues in the Louisville metropolitan area. KAIRE employs various approaches to elevate consumer awareness of key issues and encourage environmentally friendly behaviors.

• Since 2002, KAIRE has been monitoring consumers’ knowledge, attitudes and behaviors via periodic surveys of local residents.

• In 2005, Aeffect was engaged by Paul Schultz Advertising to conduct this research. Aeffect began by conducting focus group discussions with local residents to explore attitudes and knowledge about air pollution, and to test reactions to a variety of message concepts.

• In addition to continuing the tracking survey conducted over the past several years, Aeffect also recommended applying additional analyses to the data. In particular, Aeffect recommended a more sophisticated structural framework for approaching the target audience through the application of a social marketing theory known as Stages of Change.

• This document reports the results of the most recent survey and trends observed from past surveys.

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Background and Objectives

• Specific objectives of this research are to: – Measure awareness and perceived importance of air quality issues and factors

that contribute to poor air quality– Measure changes in targeted behaviors, particularly vehicle maintenance– Measure awareness of KAIRE and associated communications– Identify differences in awareness and behavior change among segments of the

larger target audience (along socioeconomic, demographic, geographic and behavioral lines)

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Table of Contents



• Recommendations

• Methodology









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Summary of Findings

• This survey suggests that KAIRE’s public education efforts continue to have a positive impact on area residents’ knowledge and behaviors.

– Compared to 2004, respondents show greater understanding of certain key messages, particularly not topping off and the correct time of day to refuel their vehicles, both of which have increased by at least 10% over the past year.

– Awareness of Air Quality Alerts has also increased significantly since 2004.

• Total (aided and unaided) awareness of KAIRE (28%) and the KAIRE Network (12%) are relatively strong, as is likelihood to join the Network (37%).

• Perceived control over individuals’ ability to affect air quality is fairly high. A majority of area residents agree that practices such as keeping tires properly inflated, combining errands, tightly closing gas caps, and not topping off gas tanks can help reduce air pollution.

• Since 2004, there have also been significant increases in the percentage of residents who engage in specific behaviors that KAIRE has promoted to help improve air quality—not topping off when refueling (up 11%), combining errands (up 7%), and carpooling to work (up 4%).

– However, there have been no changes in reported use of TARC or morning/evening refueling practices.

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Summary of Findings

• Application of the Stages of Change behavior model reveals that over half of area residents are in either Stage 3 or 5, and represent good targets for messaging designed to prompt them into action.

– Approximately 30% of the market is in Stage 5: Decided to Act—primed for behavior change. These residents are aware of the issues and have the desire and intent to “do something.”

– Another 26% is in Stage 3: Deciding about Acting. They have not specifically thought about lifestyle changes to help improve air quality, but they know air quality is a problem and share some of the same perceptions as those who are already committed to lifestyle changes.

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Summary of Findings

– 5% of residents are currently in Stage 6: Acting, representing KAIRE’s most desired combination of attitudes, knowledge and behavior. Consumers in this stage are aware of the air quality problem and have undertaken specific behavioral modifications with the intent of helping to improve air quality.

• The model also indicates that approximately one-third (36%) of the market is not likely to be receptive to KAIRE’s messages because they do not consider air quality to be an issue, do not believe their actions can have an impact, or are not willing to make lifestyle changes (Stages 1, 2 and 4).

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Table of Contents



• Recommendations

• Methodology









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Recommendations

• To expand KAIRE’s influence on residents’ attitudes and behaviors, Aeffect recommends employing the Stages of Change model as a framework for prioritizing and targeting audiences for marketing communications and other types of interventions.

• The following pages present recommendations for prioritizing audience groups and developing message strategies for them that will most effectively address their unique attitudes and barriers.

• Each stage has its own discrete characteristics, objectives and message needs.

– Currently, Stages 3 and 5 represent the most promising short-term targets for immediate behavior change

– Stage 1 is an important long-term market for awareness-building. In the future, we would hope to see this group shrink in size, reflecting movement along the continuum into stages that are more engaged with the issue.

– Stage 6 is currently a small percentage of the market, but they represent a core group of individuals who can spread KAIRE’s messages and influence others through person-to-person communications.

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Recommendations

StageAudience

CharacteristicsRecommendedPriority Level

Key Message Points Objectives

1: Unaware ofthe problem

(21%)

Skews maleShort-term: Low

Long term: High

Air quality in Louisville ispoor

Increase awarenessof issue

2: Unengagedby the issue

(8%)

More middle-aged (45 to 54)

Lowereducation

Lower income

Medium

Air pollution detractsfrom everyone’s qualityof life

Individual actions canmake a difference in airquality

Increaseperceptions of self-efficacy

Elevate perceivedimportance of airquality

3: Decidingabout acting

(26%)

Skews older High

Clarify causal factors inair pollution

“Proof“ statements thatindividual actions willyield results in air quality

Simple behaviorchanges can make adifference in air quality

Reinforceperceptions of self-efficacy

Increase knowledgeand awareness ofdesired behaviors

Increase awarenessof key KAIREmessages

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Recommendations

StageAudience

CharacteristicsRecommendedPriority Level

Key Message Points Objectives

4: Decided notto act

(7%)

More middle-aged (45 to 54)

Less apt to livein JeffersonCounty

Low

Simple behaviorchanges can make adifference in air quality

Increaseperceptions of self-efficacy

Increase knowledgeof impact of caremissions

5: Decided toact

(30%)

Skews female Higher

education Listen to daily

traffic reports Most apt to

have kids

High

Identify specific behaviorchanges (currentcampaign)

Emotional messageslinking behaviors to childhealth

Ease of action

Increase trial ofdesired behaviors

Join KAIRE Network

6: Acting

(5%)

Younger College

educatedMedium

Reinforce values/behaviors

Carry the message tofriends and neighbors

“Be the brand”

Maintain targetbehaviors

Join KAIRE Network Act as opinion

leaders, influencers

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Table of Contents



• Recommendations

• Methodology









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Methodology

• Aeffect conducted a random telephone survey of households in the greater Louisville area, encompassing the following counties:

– Jefferson (KY)– Oldham (KY)– Bullitt (KY)– Clark (IN)– Floyd (IN)

• 508 consumers across the area participated in the survey. The margin of error for the total sample is +/- 4.4 %.

• All respondents were screened to ensure that they over the age of 18 and are licensed drivers.

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Methodology• The survey consisted of 45 questions addressing the following topic areas:

– Perceptions of Air Quality• Quality of life dimensions• Air quality ratings • Perceived ability to affect air quality

– Awareness of Air Quality Messages• Unaided recall of messages• Air Quality Alert and Ozone Action Days• Energy Star Ratings

– Awareness of KAIRE Programs• Air quality resources/organizations, KAIRE name and Network• STAR program

– Knowledge of Air Quality Issues• Factors contributing to air pollution• Ground level ozone• Means of reducing air pollution• Impact on individuals

– Adoption of Target Behaviors• Refueling and car maintenance• TARC usage• Energy efficiency at home

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Table of Contents



• Recommendations

• Methodology









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Respondent Profile• Most (66%) respondents are between the ages of 35 and 64.

• The survey sample is approximately half male and half female.

• Data was weighted to reflect actual population distribution across the five counties targeted with the survey.

Age

65+16%

18-245%

55-6420%

25-3412%

45-5429%

35-4417%

County and State

Jefferson Cnty., KY

72%

Floyd Cnty., IN

7%

Oldham Cnty., KY

5%

Clark Cnty., IN

10%

Bullitt Cnty., KY

6%

C1. Age, S4. Gender, S2. County and state

Gender

Female57%

Male43%

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Respondent Profile

• No quotas were set for employment, income, education, or other demographics. The demographic profiles reflect a natural distribution based on the residents who completed the survey.

• About half (44%) of respondents have completed at least a four-year college degree.

Employment

Not w orking/ student

4%White collar

40%

Retired 18%

Blue collar18%

Homemaker 9%

Self-employed 11%

C2. Highest level of education completed, C6. Total pre-tax income, C4. Employment

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Respondent Profile

• Slightly under half (41%) of respondents report that they or a family member are affected by a breathing condition such as asthma, emphysema or bronchitis.

• Just under one-third (32%) of households surveyed have children.

C8. Marital status, C9. Children, C3. Breathing problem

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Table of Contents



• Recommendations

• Methodology









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Perceptions of Air Quality• When asked to rank the importance of seven quality of life dimensions, consumers

rank low crime rate (94%), affordable cost of living (89%), and good education (88%) as most important.

• Air quality comes in 5th (76%), ahead of extensive public transportation (46%) and availability of cultural activities (41%).

Q1: Respondents rate seven quality of life dimensions. (Extremely important - not at all important, seven-point scale).

Most Important to Quality of Life

41%

46%

76%

80%

88%

89%

94%

0% 25% 50% 75% 100%

Low crime rate

Affordable cost ofliving

Good education

Ease of traffic

Low levels of airpollution

Extensive publictransportation system

Availability of culturalactivities

Extremely/veryimportant

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Perceptions of Air Quality• The perceived importance of air quality to quality of life has risen steadily since

2004.

Q1b: Please tell me if low levels of smog, ozone and air pollution is extremely important, very important, somewhat important, not too important, or not at all important in affecting your overall quality of life as a resident of the Louisville metropolitan area.

Importance of Air Quality

21% 24%33% 28%

24%

76%79%67%

72% 76%

0%

25%

50%

75%

100%

Mar-02 Sep-02 Mar-04 Sept-04 Nov-05

Not/ somewhatimportant

Very/ extremelyimportant

Extremelyimportant

33% 36% 23% 31% 28%

Veryimportant

46% 40% 44% 41% 48%

Somewhatimportant

17% 17% 26% 19% 18%

Not important 4% 7% 7% 9% 6%

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Perceptions of Air Quality• Residents’ impressions of Louisville’s air quality have declined significantly since

data was first taken in 2002. 18% of respondents now rate the air quality as “poor,” compared to 13% one year ago.

Q9: All things considered, how would you rate the air quality in the Louisville Metropolitan area?

Impression of Air Quality

46%43%

54%51%57% 55%55%

41%40%48%

0%

25%

50%

75%

100%


Good/ excellent

Fair/ poor

Excellent 7% 5% 8% 6% 9%

Good 50% 46% 46% 37% 37%

Fair 34% 41% 30% 42% 37%

Poor 6% 7% 11% 13% 18%

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Perceptions of Air Quality• Women and residents of Indiana counties are significantly more apt to rate the

air quality as fair or poor, compared to men and Kentucky residents.

Q9: All things considered, how would you rate the air quality in the Louisville Metropolitan area?

Impression of Air Quality

56%

38%48%

34%

66%

52%62%

44%

0%

25%

50%

75%

100%

Men Women Kentucky Indiana

Good/Excellent

Fair/Poor

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Perceptions of Air Quality• More than half (56%) of residents say air quality in Louisville is “somewhat of a

problem.”

Q9a.In your opinion, is air quality in Louisville… not a problem at all, somewhat of a problem, or a major problem?, Q10. Have you ever specifically thought about making changes to your lifestyle to help improve air quality?

Opinion of Air Quality

Not a problem21%

Somewhat a problem

56%

A major problem21%

Don't know2%

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Table of Contents



• Recommendations

• Methodology









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Awareness of Air Quality Messages• Consistent with September 2004, more than half (57%) of respondents say they

remember seeing messages on the subject of air quality in the past few months. This level of recall has held steady at the highest end of the range observed during the course of tracking.

Q14. Now, please think about ways that you learn about air pollution and what can be done to reduce or prevent it. During the past few months, have you seen or heard any messages on the subject of air quality?

Recall of Air Quality Messages

47%56%

48%57% 57%

0%

25%

50%

75%

100%


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Nov. ‘05Ozone Action Days 30%

Ways to improve air quality (non-specific) 15%

Don’t top off gas tank 11%

Ozone affects health of kids/seniors/people with asthma 9%

Drive less 7%

Gas up in morning or evening 7%

Air quality is poor (general) 7%

Causes – industry, car emissions, etc. 7%

Guidelines for mowing lawn 6%

Limit errands/don’t drive unnecessarily 4%

Maintain your car/tune ups 2%

Make sure tires are properly inflated 2%

Make sure your gas cap is on tight 2%

• In describing air quality messages they have seen or heard recently, residents most frequently report hearing about Ozone Action Days (30%).

• Compared to 2004, unprompted recall of specific behavior guidelines is strong. Key KAIRE messages (shaded in chart below) that residents recall include not topping off their gas tank (11%), the importance of air quality for the health of children and seniors, and refueling in the morning or evening (7%).

Awareness of Air Quality Messages

Q15.What specifically, did the message say?

Recall of Air Quality Messages - Unprompted

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Awareness of Air Quality Messages• Respondents are most apt to say they were exposed to these messages on TV

(65%), followed by radio (42%), and newspaper (27%).– Kentucky residents (45%) are significantly more apt to say they heard these messages

on the radio, compared to Indiana residents (29%).

Q16. Where did you see or hear these messages in the past few months?

Source of Air Quality Statements (aided recall)

8%

3%

27%

42%

65%

0% 25% 50% 75% 100%

Television

Radio

Newspaper

Community event

Other/don't know

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• The vast majority of residents indicate they have heard of both Air Quality Alerts (86%) and Ozone Action Days (85%).

• Awareness of Ozone Action Days has increased significantly since 2004 (85% vs. 77%).

Q18. Have you ever heard of an “Air Quality Alert”?, Q19.Have you ever heard of an “Ozone Action Day”?

Awareness of Air Quality Alerts

Unaware14%

Aware86%

Aware of "Ozone Action Days"

90%69%

77%

85%

0%

25%

50%

75%

100%

Sep-02 Mar-04 Sept-04 Nov-05

ˆ

ˆˇ Statistically significant increase/decrease

at the 95% confidence level.

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• Nearly all respondents (92%) agree that children, the elderly, and people with asthma may have more trouble breathing on Air Quality Alert or Ozone Action Days.

• Many respondents also agree that they should drive less (86%) and not mow on these days (81%).

– Respondents who report having heard messages about air quality are significantly more apt to correctly answer four of these five questions. This suggests that KAIRE’s campaign messages are having a positive impact on residents’ knowledge.

Q20. In your opinion, which of the following statements are true for Air Quality Alert or Ozone Action Days? (Agree/disagree) statements

Air Quality Alert/ Ozone Action Days

96%

90%

88%

85%

16%

87%

81%

77%

76%

19%

17%

81%

83%

86%

92%

0% 25% 50% 75% 100%

Children, elderly, people with asthmahave more trouble breathing on these

days

You should drive less on these days

My driving habit choices affect air qualityand ozone levels

You should not mow on these days

Ozone is mostly a weather problem, notan air pollution issue

Total SampleAware of air quality messagesUnaware of messages

*Bars represent percentage of respondents who agree with each statement.

ˆˇ Statistically significant

difference at the 95% confidence level.

ˆ

ˆ

ˆ

ˆ

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Awareness of Air Quality Messages• Over three-fourths (77%) of consumers in the Louisville area say they have heard

of Energy Star Ratings on appliances and household products.

• This is a significant increase from the 65% who reported awareness in 2004.

Q23. Have you ever heard of Energy Star ratings on appliances and household products?

Aware of Energy Star Ratings

65%

77%

0%

25%

50%

75%

100%

Sept-04 Nov-05

ˆ


increase/decrease at the 95% confidence level.

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Table of Contents



• Recommendations

• Methodology









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• The great majority (80%) of residents cannot name any local organizations performing public outreach or education on air quality.

– A few cite utility companies (8%), environmental organizations (5%), and state/local government (2%).

– Only a handful mention KAIRE (1%), TARC, the American Lung Association or other health organizations (all <1%).

Awareness of KAIRE Programs

Q25. What local organizations do you know, if any, that perform public outreach and education in improving air quality?

Nov. ‘05

None/don’t know 80%

Utility companies 8%

Environmental organizations 5%

State/local government 2%

KAIRE 1%

TARC <1%

American Lung Association <1%

Other health organizations <1%

Unprompted Awareness of Local Air Quality Organizations

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• Similarly, most respondents (85%) cannot name any Internet resources on air quality.

– A few report local news sites (7%), weather sites (3%), or environmental/other organizations (2%).

– The KAIRE Network is recalled by 1% of residents.


Q26. Can you name any Internet resources consumers an use to stay informed about air quality issues in the local area?

Nov. ‘05

None/don’t know 85%

Local news sites 7%

Weather sites 3%

Search engines 2%

Environmental/other organizations 2%

KAIRE Network 1%

Other media sources <1%

Utilities <1%

State/local government <1%

Health organizations <1%

Internet Resources

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• When presented with the name, 28% of residents say they have heard of KAIRE, and 12% have heard of the KAIRE Network.

• After having the KAIRE Network concept explained to them, over one-third (37%) say they would be very or somewhat likely to join.

Q27. Have you ever heard of KAIRE, the Kentuckiana AIRE Education program?, Q28. Have you ever heard of KAIRE Network, a free membership network that educates the public about air quality and air quality alerts?, Q29. How willing would you be to join the KAIRE Network?

KAIRE

Have heard of KAIRE28%

Have not heard of KAIRE72%

KAIRE NetworkHave heard of

KAIRE Network12%

Have not heard of KAIRE Network

88%

Willingness to Join KAIRE Network

Somewhat/very unlikely

63%

Already joined0%

Very likely7% Somewhat likely

30%

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STAR Program

Have not heard of STAR Program

95%

Have heard of STAR Program

5%


Q30. Have you ever heard of the Strategic Toxic Air Reduction Program, also known as the STAR Program?. Q31. What is the STAR Program?

• Very few respondents (5%) say they have heard of the STAR (Strategic Toxic Air Reduction) Program.

– Of those few, one-third say the program aims to reduce pollution (37%) or conserve energy (28%).

– A few (4%) indicate that the STAR Program educates people about air pollution.

Nov. ‘05

Aims to reduce pollution 37%

Aims to conserve energy 28%

Educates people about air pollution 4%

What is the STAR Program? (n=18)

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Q32. The STAR Program is a regulatory program designed to encourage local industries that emit the highest levels of toxic substances into the atmosphere to comply with state and federal toxic emissions standards by 2010. Which of the following statements best represents your reaction to this description of the program?

• To measure perceptions of the STAR program, respondents were presented with three opinion statements and asked which one best represents their own views.

• As shown below, over one-third of respondents (38%) are concerned about added regulations associated with the program.

Nov. ‘05

I think the program will help to reduce toxic emissions from industry, but I am really concerned that added regulation may result in the loss of good manufacturing jobs.

38%

This program will significantly help improve overall air quality by causing industry to reduce the toxic substances they emit into the air.

33%

Added expense due to increased regulation of toxic emissions is going to cost the Louisville area good manufacturing jobs without having much impact on air quality.

29%

Reactions to STAR Program Description

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Table of Contents



• Recommendations

• Methodology









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Knowledge of Air Quality Issues• Over half (62%) of residents say they have heard of the term “ground level

ozone.” – Men (71%) are significantly more likely to have heard of the term, compared to

women (55%).

Q12. Have you heard of the term ground level ozone?

Awareness of the Term "Ground Level Ozone"

62%58%

47%

56%60%

0%

25%

50%

75%

100%


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Knowledge of Air Quality Issues• Many respondents (62%) agree that dust and fine particles are major contributors

to smog and roughly half (56%) agree that higher ground level ozone means poor air quality.

• Just a few (8%) say that high levels of ground level ozone are not really harmful to people.

– Men (64%) are significantly more apt to know that higher ozone levels means poor air quality, compared to women (50%).

Q13.(Agree/disagree) Dust and fine particles are major contributors to high levels of smog; high levels of ground ozone are not really harmful to people; higher ground level ozone means poor air quality.

Knowledge About Ground Level Ozone

62%

56%

8%

0% 25% 50% 75% 100%

Dust and fine particles are major contributors to high levels ofsmog

Higher ground level ozone means poor air quality

High levels of ground level ozone are not really harmful

*Bars represent percent of respondents who agree with each statement.

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Knowledge of Air Quality Issues• Nearly half (46%) of residents agree that the time of day they put gas into their

car affects ozone levels. This is a significant increase from 2004 (36%).

Q17a. (Agree/disagree) The time of day that people put gas in their vehicles makes a difference in air quality

Ozone Levels Affected by Time of Day Gas is Put into Vehicles

46%

36%32%

36%28%

0%

25%

50%

75%

100%


Agree

Agree 28% 36% 32% 36% 46%

Disagree 20% 23% 22% 21% 21%

Unsure 52% 41% 46% 43% 32%

ˆ

ˆˇStatistically significant


ˆ

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Knowledge of Air Quality Issues• Of those who agree that the time of day they refuel makes a difference, most

(68%) say ozone levels are lowest in the morning. Others (41%) say they are lowest in the evening.

Q17aa. To your knowledge, what times of day are ozone levels at their lowest

Times When Ozone Levels are Lowest

68%

41%

4% 3%0%

20%

40%

60%

80%

100%

Morning Evening Afternoon Other

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Knowledge of Air Quality Issues• Over half (61%) of respondents are aware that continuing to fill their vehicles’

gas tanks after the nozzle automatically clicks off contributes to air pollution. This represents a double-digit increase from 2004.

– Residents of Kentucky (64%) are significantly more apt to answer this correctly, compared to Indiana residents (50%).

Q17d: Continuing to fill your vehicle’s fuel tank after the nozzle automatically clicks off contributes to air pollution.

Filling Fuel Tank After It Clicks Off Contributes to Air Pollution

61%

45%42%43%41%

0%

25%

50%

75%

100%


Agree

Agree 41% 43% 42% 45% 61%

Disagree 24% 31% 25% 30% 16%

Unsure 35% 27% 33% 25% 23%

ˆ ˆˇStatistically significant


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Knowledge of Air Quality Issues• A majority of respondents (61%) correctly answer that having your oil changed

every 3,000 miles does not contribute to air pollution. – However, men (70%) are significantly more likely to answer correctly, compared to

women (54%).

Q17j: Having your oil changed every 3,000 miles contributes to air pollution. (Question added in 2005)

Having Oil Changed Every 3,000 Miles Contributes to Air Pollution

61%70%

54%

19%20%19%

10%

20%28%

0%

25%

50%

75%

100%

Total Men Women

Agree

Disagree

Unsure

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Knowledge of Air Quality Issues• When asked if mowing an average-sized lawn with a gas-powered mower creates

more air pollution than driving a car from Louisville to Nashville, respondents express slightly less agreement (23%) than in past years.

– Men (28%) are significantly more apt to answer this question correctly compared to women (18%).

Q17b. (Agree/disagree) Mowing an average-sized lawn with a gas-powered mower creates more air pollution than driving a car from Louisville to Nashville.

Gas-Powered Mower Pollutes More Than a Car

23%28%28%24%25%

0%

25%

50%

75%

100%


Agree

Agree 25% 24% 28% 28% 23%

Disagree 36% 41% 35% 33% 29%

Unsure 39% 35% 37% 39% 49%

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Knowledge of Air Quality Issues• Approximately one third (36%) of respondents agree that vehicles pollute more

when the “check engine” light is on.

• Significantly more express agreement in 2005 than in September 2004. – Men (51%) are more than twice as likely to answer this question correctly, compared to

women (25%).

Q17e. (Agree/disagree) When the “check engine” light comes on, your vehicle is polluting the are more than when the light is off.

Vehicles Pollute More When "Check Engine" Light is On

36%29%

22%23%22%

0%

25%

50%

75%

100%


Agree

Agree 22% 23% 22% 29% 36%

Disagree 36% 41% 43% 30% 20%

Unsure 37% 36% 35% 41% 43%

ˆ

ˆˇStatistically significant


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Fluorescent Bulbs Are More Energy Efficient

61%58%48%

0%

25%

50%

75%

100%

Mar-04 Sept-04 Nov-05

Agree

Knowledge of Air Quality Issues• Since March of 2004, a significantly greater number of residents (61%) say that

fluorescent bulbs are more energy efficient.

Q17k. (Agree/disagree) Using compact fluorescent bulbs is more energy efficient than using incandescent bulbs.

Agree 48% 58% 61%

Disagree 11% 6% 5%

Unsure 41% 36% 34%

ˆˆˇStatistically significant


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Knowledge of Air Quality Issues

• Several additional measures of consumers’ knowledge were added in 2005 to assess the degree to which factual and behavior change messages are being received.

• Nearly everyone (90%) agrees that keeping tires properly inflated reduces air pollution.

• Most say that running several errands at once (87%) and tightly closing gas caps (79%) help reduce pollution.

• Just 11% of respondents agree that pollution irritates only the lungs of people with breathing conditions.

Q17c,d,f,g,j,l, and m. (Agree/disagree) Statements about air quality.

Air Quality Statements

11%

19%

29%

61%

79%

87%

90%

0% 25% 50% 75% 100%

Keeping tires properly inflated reducespollution

Running several errands on the same tripreduces pollution

Tightly closing gas caps help reducepollution

Topping off contributes to pollution

Most air pollution comes from industry andnot personal vehicles

Changing oil every 3,000 mi. contributes topollution

Pollution irritates only the lungs of peoplewith breathing conditions

*Bars represent percentage of respondents who agree with each statement.

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Table of Contents



• Recommendations

• Methodology









Aeffect, Inc. 51

Adoption of Target Behaviors• About one-third of residents (32%) strongly agree that their daily habits and choices can help

improve air quality.

• Just over half (52%) say they have specifically thought about making lifestyle changes in order to help improve air quality.

– Older residents are significantly more apt to say they can’t or do not want to make any changes to their lifestyle to improve air quality (24% strongly/mostly agree, compared to 14% of those under age 45)

Q11a. (Agree/disagree) My daily habits and everyday choices can help improve air quality.

Perceived Control Over Air Quality - Strongly Agree

32%

18%

18%

7%

0% 25% 50%

Daily habits and choices can help

I want to help, but don't know what to do

I don't think I alone can have much impact

I don't want/ can't make necessary lifestyle changes

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Adoption of Target Behaviors

• Agreement with this perceived control measure has increased directionally since last year.

Q11a. (Agree/disagree) My daily habits and everyday choices can help improve air quality.

Perceived Control Over Air Quality

58%52%

58%61%50%

0%

25%

50%

75%

100%


Strongly/mostlyagree

Aeffect, Inc. 53

Adoption of Target Behaviors• When asked how they usually run errands, most respondents (64%) say they

wait until they have several to do at once. This represents a significant increase in desired behaviors over last year.

– Women (72%) are significantly more apt to say they do trip chaining, compared to men (54%).

Q2. When you leave your house to run errands do you usually…delay running errands until you have several to do at once, or run an errand when the need arises?

Trip/Errand Behaviors

64%57%59%

53%58%

33%42%38%

44%37%

0%

25%

50%

75%

100%


Wait until have several todo at once

Run when need arises

ˆ



Aeffect, Inc. 54

Adoption of Target Behaviors• The percentage of respondents (60%) who say they listen to traffic reports in

their car during peak driving times has not changed measurably since 2004.

Q3. When you are out driving during peak times, like morning or afternoon rush house, in the Louisville metropolitan area, do you usually listen to traffic reports on the car radio or not?

Listen to Traffic Reports

60%61%53%

57%52%

0%

25%

50%

75%

100%


Usually listen

Aeffect, Inc. 55

Adoption of Target Behaviors• Just under one-third of respondents (29%) report engaging in the desired

behavior of refueling in the morning or evening. This has not changed significantly since last year.

Q4. When do you usually stop for gas for your car (truck)? Do you usually get gas in the morning (before noon), afternoon (non-6:00pm), evening (6:00pm or later), or whenever it’s needed?

When Respondents Say They Usually Stop for Gas

25% 24% 25%31% 29%

59%60%65%62%65%

0%

25%

50%

75%

100%


Whenever it'sneeded

Morning orevening

When needed 65% 62% 65% 60% 59%

Morning/Evening 25% 24% 25% 31% 29%

Afternoon 8% 13% 9% 9% 11%

Aeffect, Inc. 56

Do Not Top Off Gas Tank

50%39%

58%

38%44%

0%

20%

40%

60%

80%

100%



• Out of the last ten times they refueled, respondents topped off an average of 3.3 times, a slight decrease from 2004.

• Significantly more consumers in 2005 (50% vs. 39%) report never topping off, compared to 2004.

– Respondents under age 45 are significantly more likely to top off frequently (4.3 times on average) compared to older respondents (fewer than 3 times).

Average Number of Times Topped Off

3.3

3.9

2.7

4.04.2

0.0

1.0

2.0

3.0

4.0

5.0


Q5. If you had to guess, out of the past ten times you completely filled up your fuel tank, how many times would you say you topped it off?

ˆ

ˆˇStatistically significant increase/decrease at the 95%

confidence level.

Aeffect, Inc. 57

Adoption of Target Behaviors• The majority of residents (92%) who work outside the home drive alone to work

—a rate consistent with September 2004.

• The percentage of residents who drive with someone else has increased significantly since 2004 (7% vs. 3%).

Q7. Which best describes how you usually get to work?

Commuting to Work

89% 88%94% 92% 92%

9% 7% 4% 3% 7%

2% 5% 2% 5% 1%0%

25%

50%

75%

100%


Drive alone

Drive with someoneelse

Commute some otherway

ˆ

ˆˇ Statistically significant increase/decrease at the 95% confidence level.

ˇˇ

Aeffect, Inc. 58

Adoption of Target Behaviors• Reported use of TARC has not changed measurably since 2004. Just 8% say

they have used TARC in the past 12 months.

Q8. Have you used TARC, the public transportation system, during the past 12 months?

Self-Reported Use of TARC - Past 12 Months

8%10%11%12%10%

0%

25%

50%

75%

100%


Aeffect, Inc. 59


• Although over three-quarters of respondents (78%) believe that most people do not make changes to their lifestyles on Ozone Action Days, those who do not currently engage in desired actions were asked about their likelihood to do so in order to reduce air pollution levels.

– Over half (63%) say they would be extremely or very likely to do preventative maintenance on their car.

– 42% report they are willing to refuel in the morning or evening.

Q22. How likely are you to perform the following actions to reduce air pollution levels?

Likelihood to Participate in "Ozone Action Day" Activites

8%

9%

22%

42%

63%

0% 25% 50% 75% 100%

Preventativemaintenance on car

Refuel inmorning/evening

Combine errands intoone car trip

Carpool/ vanpool

Ride the bus

*Bars represent percentage of those extremely/very likely.

Aeffect, Inc. 60

Adoption of Target Behaviors• Use of energy-saving appliances and services at home has increased significantly

since 2004.– Significantly more consumers say they have home heating/cooling inspection (79% vs.

71%).– Significantly more report having appliances with an Energy Star Rating (58% vs. 45%)– Half indicate they have programmable thermostats, up from 46% in 2004.– Significantly more have low-maintenance landscaping (36% vs. 29%).

Q24. Which of the following do you have in your home?

Energy Efficiency in the Home

46% 50%

79%71%

60% 58%

45%45%42% 36%

29%28%

27%27%

0%

25%

50%

75%

100%

Mar-04 Sept-04 Nov-05

Home heating/ coolinginspection

Appliances withEnergy Star rating

Programmablethermostat

Low-maintenancelandscaping

Electric/ battery-operated lawnequipment

ˆ



ˆ

ˆ

Aeffect, Inc. 61

Table of Contents



• Recommendations

• Methodology









Aeffect, Inc. 62

Stages of Change• What is the Stages of Change model?

– A behavior change theory frequently used in social marketing to guide communications development, interventions, and program evaluation.– Seven-stage structural framework for assessing complex behaviors and shifts in the underlying attitudes that lead to desired behaviors.– Attitudinal and behavioral questions are used to determine what stage consumers are in—progressing from awareness to engagement to

decision-making, acting and maintenance.

• Aeffect has applied the first six stages of this model to KAIRE’s target audience as a means of understanding residents’ readiness to adopt air quality improvement behaviors.

– This model is particularly useful in understanding the decision-making processes that people go through in adopting behaviors which may be perceived as offering little immediate personal benefit, but rather are most beneficial to society as a whole.

STAGE 1Unaware of issue

STAGE 2Unengaged by

issue

STAGE 3Deciding about

acting

STAGE 5 Decided to act

STAGE 4Decided not to

act

STAGE 6Acting

STAGE 7 Maintenance

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Stages of Change• As shown below, this survey finds that over half of Louisville area residents are

currently in Stage 3 or 4. That is, they think air quality is an important local issue and agree that their actions can make a difference. However, they have either never thought about what to do (26%), or have not made specific lifestyle changes because they do not know what to do (30%).

• The following pages provide more detailed profiles of the individuals who are in each stage. These profiles should be used to assess the feasibility of communicating with these groups to change their attitudes or behaviors, and in developing specific strategies for doing so.

– Note: Base sizes for Stages 2, 4, and 6 are small (under 40 people each), and findings for these stages should be interpreted with caution.

STAGE 121%

Unaware that air quality is a problem

in Louisville

STAGE 28%

Do not think airquality is very

important or do not think they can make

a difference

STAGE 326%

Have not thought about making changesto lifestyle to improve

air quality

STAGE 5 30%

Want to make life-style changes, buthave not done so

yet

STAGE 47%

Aware of possiblelifestyle changes,but do not want to

make them

STAGE 65%

Making definedlifestyle changes with the intent of helping to reduce

air pollution

Aeffect, Inc. 64

Stages of ChangeStage 1: Unaware of the problem

Believe air quality in Louisville is “not a problem at all”

– 87% say the air quality is good or excellent– Ease of traffic flow is more important than air quality– Have the highest rates of running errands and getting

gas whenever needed– Across all respondents, those in this stage have the lowest awareness of ground level

ozone (55%) and its relationship to air quality.– Lowest awareness of Air Quality Alerts, Ozone Action Days, and what to do on these

days– Lowest recall of any media or news messages about air quality– Low levels of understanding about factors that contribute to air pollution (e.g. lawn

mowing, not closing gas caps tightly)– Most apt to think ozone is a weather problem, not an air pollution issue (29%)– Low likelihood of changing habits to reduce air pollution levels– Low awareness of KAIRE and KAIRE Network

Aeffect, Inc. 65

Stages of ChangeStage 2: Unengaged by the issue

Low levels of smog, ozone and air pollution “not too important” or “not at all important” to overall quality of life.

or Do not feel their habits, actions or driving behaviors

can have an impact on air quality and ozone levels

– Lower levels of education and income– Highest rates of topping off when refueling– Most (61%) have never thought about making lifestyle changes to improve air quality– Half (50%) do not believe their actions can help improve air quality – the lowest level of perceived control across all residents– Low awareness of media and news messages about air quality– Average levels of awareness of Air Quality Alerts and Ozone Action Days– Average awareness of KAIRE, but below average likelihood of joining the KAIRE Network

Aeffect, Inc. 66

Stages of ChangeStage 3: Deciding about acting

Know that air quality is a problem, but have not yet thought about making changes to lifestyleto help

– Demographically, they skew older (51% are over age 55)– Mixed opinions regarding perceived control over air quality

• 50% agree that their daily habits and choices can help improve air quality• 50% disagree, or only somewhat agree

– Some individuals within this stage are more like those in stage 4, who cannot or do not want to make the necessary lifestyle changes to affect air quality (22%)

– Below average recall of air quality messages– Have some misconceptions about the impact of regular oil changes on air pollution and

ozone as a weather problem– Below average awareness of KAIRE and the KAIRE Network

Aeffect, Inc. 67

Stages of ChangeStage 4: Decided not to act

“There may be things I could do to improve air quality, but I don’t want to or can’t make those changes to my lifestyle.”

– 52% think air quality in Louisville is good or excellent– Many (82%) think their actions can affect air quality, but

all agree they can’t or do not want to make the necessary lifestyle changes– 56% agree they cannot have much of an impact on air quality themselves– Most apt to think ground level ozone in Louisville comes from industrial sources rather

than cars and trucks (43% agree)– Above average awareness of Air Quality Alerts and Ozone Action days, but nearly all

(92%) believe most people don’t actually make any changes to their behaviors on these days.

– Above average awareness of KAIRE

Aeffect, Inc. 68

Stages of ChangeStage 5: Decided to act

“I want to do something to improve air quality, but I don’t know what I should do.”

– Significantly more apt to be women, with a skew towards higher levels of formal education

– Most likely to listen to traffic reports (74%)– Fairly high levels of perceived control (67% agree that their daily habits and choices

can help improve air quality)– Over two-thirds (71%) have recently seen or heard messages about air quality– High awareness of Ozone Action Days (95%) and what actions to take on those

days– High willingness to joint the KAIRE Network (61% likely to join)

Aeffect, Inc. 69

Stages of ChangeStage 6: Acting

Aware of the problem and have decided to make lifestylechanges to help improve air quality.

Perform at least three of 5 targeted behaviors:• Combine multiple errands into a single trip• Do not top off gas tank• Refuel in the morning or evening• Commute to work via public transportation or with at least one other person• Use public transportation

– Tend to be younger and college-educated– Rate low levels of smog, ozone and air pollution as very important to their quality of life– 83% rate the air quality in Louisville as fair or poor. One third (36%) consider it a major problem.– High rates of perceived control (82% agree that their personal habits can improve air quality)– High awareness of ground level ozone (66%) and its effect on air quality– Nearly all (94%) have recently heard media or news messages about air quality

kentuckiana air education community survey results - wave 5 prepared for: paul schultz advertising...

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