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204



Name: Monaghan, Paul
Title: Assistant Professor
Organization: Agricultural Education and Communications
Education: Ph.D., Anthropology, University of Florida, Gainesville, Florida, 2000
Office Address: Po Box 110540,Gainesville, FL, US,32611-0540
Email: paulf@ufl.edu
Telephone: +1 (352) 392-0502 ext. 227


I have experience in community-based social marketing as applied to public health issues and now I am using the same methodology in collaborative projects with Extension agents and urban homeowners to reduce water use and improve water quality in the landscape. Current projects include survey research and focus groups with homeowners in the Southwest Florida Water Management District regarding nutrients and stormwater ponds. I am also analyzing homeowner landscaping behaviors from data collected in Alachua, Orange and Brevard counties. In Lee County, I am working with a Florida Sea Grant agent and local stakeholders to address issues of water quality and seagrass health in Pine Island Sound.

Keywords: BEHAVIOR CHANGE ; HOMEOWNER ; LANDSCAPING; FERTILIZER ; COMMUNITY BASED SOCIAL MARKETING; STAKEHOLDER ANALYSIS; OUTDOOR WATER CONSERVATION