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Flood perception and mitigation: the role of severity, agency, and experience in the purchase of flood protection, and the communication of flood information

Flood perception and mitigation: the role of severity, agency, and experience in the purchase of flood protection, and the communication of flood information
Flood perception and mitigation: the role of severity, agency, and experience in the purchase of flood protection, and the communication of flood information
Protection of human life and property from flooding is a strategic priority in the UK. We examine how to encourage home owners to protect themselves and their residences. A model of factors that influence the decision to buy flood-protection devices is tested using survey data from 2109 home owners. The results show that the majority of respondents have not purchased domestic flood protection (N = 1732; 82.1%). Purchase of flood-protection devices was influenced by age; perceived seriousness; and beliefs about, and trust in, the role of regulators in managing flooding. In younger respondents the perceived seriousness of the dangers of flooding acted as precursors and barriers to action depending on individual sense of responsibility and agency. The second part of the study examines responsiveness to information. Information about flooding alone was insufficient to promote behavioural change, particularly among people who had not experienced a flood or
who believed that they were not in a flood zone. Implications for understanding flood protection, managing agency issues, and flood-communication campaigns are discussed.
0308-518X
3023-3038
Soane, Emma
3c2ff282-f2f3-4229-aa70-c8d750b77e32
Schubert, Iljana
3c33d0e3-a05b-4e2d-b71a-caa888a90065
Challenor, Peter
a7e71e56-8391-442c-b140-6e4b90c33547
Lunn, Rebecca
ca676a26-c022-4002-80cf-30067c5eddbf
Narendran, Sunitha
d9b32086-8e00-4590-a0a4-fb2156994a2e
Pollard, Simon
1d90c7e2-bf48-4025-bca7-48e191a83a3a
Soane, Emma
3c2ff282-f2f3-4229-aa70-c8d750b77e32
Schubert, Iljana
3c33d0e3-a05b-4e2d-b71a-caa888a90065
Challenor, Peter
a7e71e56-8391-442c-b140-6e4b90c33547
Lunn, Rebecca
ca676a26-c022-4002-80cf-30067c5eddbf
Narendran, Sunitha
d9b32086-8e00-4590-a0a4-fb2156994a2e
Pollard, Simon
1d90c7e2-bf48-4025-bca7-48e191a83a3a

Soane, Emma, Schubert, Iljana, Challenor, Peter, Lunn, Rebecca, Narendran, Sunitha and Pollard, Simon (2010) Flood perception and mitigation: the role of severity, agency, and experience in the purchase of flood protection, and the communication of flood information. Environment and Planning A, 42 (12), 3023-3038. (doi:10.1068/a43238).

Record type: Article

Abstract

Protection of human life and property from flooding is a strategic priority in the UK. We examine how to encourage home owners to protect themselves and their residences. A model of factors that influence the decision to buy flood-protection devices is tested using survey data from 2109 home owners. The results show that the majority of respondents have not purchased domestic flood protection (N = 1732; 82.1%). Purchase of flood-protection devices was influenced by age; perceived seriousness; and beliefs about, and trust in, the role of regulators in managing flooding. In younger respondents the perceived seriousness of the dangers of flooding acted as precursors and barriers to action depending on individual sense of responsibility and agency. The second part of the study examines responsiveness to information. Information about flooding alone was insufficient to promote behavioural change, particularly among people who had not experienced a flood or
who believed that they were not in a flood zone. Implications for understanding flood protection, managing agency issues, and flood-communication campaigns are discussed.

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More information

Published date: 2010
Organisations: Marine Systems Modelling

Identifiers

Local EPrints ID: 179835
URI: http://eprints.soton.ac.uk/id/eprint/179835
ISSN: 0308-518X
PURE UUID: ee3c1c0a-95f9-4249-a0c8-45e6b29da634

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Date deposited: 04 Apr 2011 13:41
Last modified: 14 Mar 2024 02:50

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Contributors

Author: Emma Soane
Author: Iljana Schubert
Author: Peter Challenor
Author: Rebecca Lunn
Author: Sunitha Narendran
Author: Simon Pollard

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