Misgivings about Environmental Outreach as a Barrier in a Neighborhood Opinion Leader Campaign

We examined socially influential residents’ beliefs about pro-environmental outreach in a Midwestern city, identifying factors influencing willingness to participate in an urban water quality outreach campaign. The sample included self-identified leaders (opinion leaders) residing in neighborhoods surrounding a small urban lake. Participants answered questions about using less salt on sidewalks and driveways, removing leaves from the street before it rains, allowing rainwater to soak into the ground on their property, and encouraging neighbors to do these behaviors. Favorable beliefs about outreach and experience with outreach were associated with greater willingness to do pro-environmental outreach. Favorable beliefs about pro-environmental behaviors and experience with pro-environmental behaviors were not associated with willingness to do pro-environmental outreach. We discuss how understanding opinion leaders’ beliefs about pro-environmental outreach and navigating their misgivings about reaching out to their neighbors can inform campaigns fostering neighborhood water advocacy and outreach.