Homeowner behavior change relating to septic system maintenance in coastal South Carolina

Abstract

South Carolina is experiencing increased cases of fecal coliform contamination in it’s waterways. This has led to beach closures and temporary fishing bans along the coastal regions. Clemson Extension’s Carolina Clear Program has identified fecal coliform contamination as a top priority in their mission to protect the states’ water. A key source of fecal coliform is leaking septic systems, individually owned waste disposal systems. Carolina Clear sought input for the creation of a communications campaign targeted at coastal homeowners to encourage septic system maintenance behavior change. The researcher conducted a literature review of relevant behavioral change models such as the Norm Activation Model and the Model of Reasonable Environmental Behavior. They then looked at past septic system engagement programs across the US and found that few such programs exist without financial incentives. The researcher conducted in-person and telephone interviews with South Carolina coastal stormwater managers in order to identify barriers to septic system maintenance specific to the region. This interview data was used to generate a decision-making model to illustrate decisionmaking of septic system homeowners. It was found that all homeowners had difficulty maintaining their septic systems, regardless of socioeconomic status or community makeup. Recommendations for the communications campaign, including copy and design suggestions, were developed using data from the interviews and the model. The researcher proposes that in order to reach a broad audience, the communication campaign should focus on daily, low-cost actions and a wide variety of media channels.