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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

Record type: Article

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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Citation

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), pp. 3023-3038. (doi:10.1068/a43238).

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

Catalogue record

Date deposited: 04 Apr 2011 13:41
Last modified: 18 Jul 2017 12:02

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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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