Table of Contents • Background and Objectives • Summary of Findings • Recommendations • Methodology • Respondent Profile • Detailed Findings • Perceptions of Air Quality • Awareness of Air Quality Messages • Awareness of KAIRE Programs • Knowledge of Air Quality Issues • Adoption of Target Behaviors • Stages of Change

Background and Objectives • Kentuckiana AIR Education (KAIRE) is an organization that promotes awareness of air quality issues in the Louisville metropolitan area. KAIRE employs various approaches to elevate consumer awareness of key issues and encourage environmentally friendly behaviors. • Since 2002, KAIRE has been monitoring consumers’ knowledge, attitudes and behaviors via periodic surveys of local residents. • In 2005, Aeffect was engaged by Paul Schultz Advertising to conduct this research. Aeffect began by conducting focus group discussions with local residents to explore attitudes and knowledge about air pollution, and to test reactions to a variety of message concepts. • In addition to continuing the tracking survey conducted over the past several years, Aeffect also recommended applying additional analyses to the data. In particular, Aeffect recommended a more sophisticated structural framework for approaching the target audience through the application of a social marketing theory known as Stages of Change. • This document reports the results of the most recent survey and trends observed from past surveys.

Background and Objectives • Specific objectives of this research are to: • Measure awareness and perceived importance of air quality issues and factors that contribute to poor air quality • Measure changes in targeted behaviors, particularly vehicle maintenance • Measure awareness of KAIRE and associated communications • Identify differences in awareness and behavior change among segments of the larger target audience (along socioeconomic, demographic, geographic and behavioral lines)

Summary of Findings • This survey suggests that KAIRE’s public education efforts continue to have a positive impact on area residents’ knowledge and behaviors. • Compared to 2004, respondents show greater understanding of certain key messages, particularly not topping off and the correct time of day to refuel their vehicles, both of which have increased by at least 10% over the past year. • Awareness of Air Quality Alerts has also increased significantly since 2004. • Total (aided and unaided) awareness of KAIRE (28%) and the KAIRE Network (12%) are relatively strong, as is likelihood to join the Network (37%). • Perceived control over individuals’ ability to affect air quality is fairly high. A majority of area residents agree that practices such as keeping tires properly inflated, combining errands, tightly closing gas caps, and not topping off gas tanks can help reduce air pollution. • Since 2004, there have also been significant increases in the percentage of residents who engage in specific behaviors that KAIRE has promoted to help improve air quality—not topping off when refueling (up 11%), combining errands (up 7%), and carpooling to work (up 4%). • However, there have been no changes in reported use of TARC or morning/evening refueling practices.

Summary of Findings • Application of the Stages of Change behavior model reveals that over half of area residents are in either Stage 3 or 5, and represent good targets for messaging designed to prompt them into action. • Approximately 30% of the market is in Stage 5: Decided to Act—primed for behavior change. These residents are aware of the issues and have the desire and intent to “do something.” • Another 26% is in Stage 3: Deciding about Acting. They have not specifically thought about lifestyle changes to help improve air quality, but they know air quality is a problem and share some of the same perceptions as those who are already committed to lifestyle changes.

Summary of Findings • 5% of residents are currently in Stage 6: Acting, representing KAIRE’s most desired combination of attitudes, knowledge and behavior. Consumers in this stage are aware of the air quality problem and have undertaken specific behavioral modifications with the intent of helping to improve air quality. • The model also indicates that approximately one-third (36%) of the market is not likely to be receptive to KAIRE’s messages because they do not consider air quality to be an issue, do not believe their actions can have an impact, or are not willing to make lifestyle changes (Stages 1, 2 and 4).

Recommendations • To expand KAIRE’s influence on residents’ attitudes and behaviors, Aeffect recommends employing the Stages of Change model as a framework for prioritizing and targeting audiences for marketing communications and other types of interventions. • The following pages present recommendations for prioritizing audience groups and developing message strategies for them that will most effectively address their unique attitudes and barriers. • Each stage has its own discrete characteristics, objectives and message needs. • Currently, Stages 3 and 5 represent the most promising short-term targets for immediate behavior change • Stage 1 is an important long-term market for awareness-building. In the future, we would hope to see this group shrink in size, reflecting movement along the continuum into stages that are more engaged with the issue. • Stage 6 is currently a small percentage of the market, but they represent a core group of individuals who can spread KAIRE’s messages and influence others through person-to-person communications.

Recommendations

Methodology • Aeffect conducted a random telephone survey of households in the greater Louisville area, encompassing the following counties: • Jefferson (KY) • Oldham (KY) • Bullitt (KY) • Clark (IN) • Floyd (IN) • 508 consumers across the area participated in the survey. The margin of error for the total sample is +/- 4.4 %. • All respondents were screened to ensure that they over the age of 18 and are licensed drivers.

Methodology • The survey consisted of 45 questions addressing the following topic areas: • Perceptions of Air Quality • Quality of life dimensions • Air quality ratings • Perceived ability to affect air quality • Awareness of Air Quality Messages • Unaided recall of messages • Air Quality Alert and Ozone Action Days • Energy Star Ratings • Awareness of KAIRE Programs • Air quality resources/organizations, KAIRE name and Network • STAR program • Knowledge of Air Quality Issues • Factors contributing to air pollution • Ground level ozone • Means of reducing air pollution • Impact on individuals • Adoption of Target Behaviors • Refueling and car maintenance • TARC usage • Energy efficiency at home

Respondent Profile • Most (66%) respondents are between the ages of 35 and 64. • The survey sample is approximately half male and half female. • Data was weighted to reflect actual population distribution across the five counties targeted with the survey. C1. Age, S4. Gender, S2. County and state

Respondent Profile • No quotas were set for employment, income, education, or other demographics. The demographic profiles reflect a natural distribution based on the residents who completed the survey. • About half (44%) of respondents have completed at least a four-year college degree. C2. Highest level of education completed, C6. Total pre-tax income, C4. Employment

Respondent Profile • Slightly under half (41%) of respondents report that they or a family member are affected by a breathing condition such as asthma, emphysema or bronchitis. • Just under one-third (32%) of households surveyed have children. C8. Marital status, C9. Children, C3. Breathing problem

Perceptions of Air Quality • When asked to rank the importance of seven quality of life dimensions, consumers rank low crime rate (94%), affordable cost of living (89%), and good education (88%) as most important. • Air quality comes in 5th (76%), ahead of extensive public transportation (46%) and availability of cultural activities (41%). Q1: Respondents rate seven quality of life dimensions. (Extremely important - not at all important, seven-point scale).

Perceptions of Air Quality • The perceived importance of air quality to quality of life has risen steadily since 2004. Q1b: Please tell me if low levels of smog, ozone and air pollution is extremely important, very important, somewhat important, not too important, or not at all important in affecting your overall quality of life as a resident of the Louisville metropolitan area.

Perceptions of Air Quality • Residents’ impressions of Louisville’s air quality have declined significantly since data was first taken in 2002. 18% of respondents now rate the air quality as “poor,” compared to 13% one year ago. Q9: All things considered, how would you rate the air quality in the Louisville Metropolitan area?

Perceptions of Air Quality • Women and residents of Indiana counties are significantly more apt to rate the air quality as fair or poor, compared to men and Kentucky residents. Q9: All things considered, how would you rate the air quality in the Louisville Metropolitan area?

Perceptions of Air Quality • More than half (56%) of residents say air quality in Louisville is “somewhat of a problem.” Q9a.In your opinion, is air quality in Louisville… not a problem at all, somewhat of a problem, or a major problem?, Q10. Have you ever specifically thought about making changes to your lifestyle to help improve air quality?

Awareness of Air Quality Messages • Consistent with September 2004, more than half (57%) of respondents say they remember seeing messages on the subject of air quality in the past few months. This level of recall has held steady at the highest end of the range observed during the course of tracking. Q14. Now, please think about ways that you learn about air pollution and what can be done to reduce or prevent it. During the past few months, have you seen or heard any messages on the subject of air quality?

Awareness of Air Quality Messages • In describing air quality messages they have seen or heard recently, residents most frequently report hearing about Ozone Action Days (30%). • Compared to 2004, unprompted recall of specific behavior guidelines is strong. Key KAIRE messages (shaded in chart below) that residents recall include not topping off their gas tank (11%), the importance of air quality for the health of children and seniors, and refueling in the morning or evening (7%). Recall of Air Quality Messages - Unprompted Q15.What specifically, did the message say?

Awareness of Air Quality Messages • Respondents are most apt to say they were exposed to these messages on TV (65%), followed by radio (42%), and newspaper (27%). • Kentucky residents (45%) are significantly more apt to say they heard these messages on the radio, compared to Indiana residents (29%). Q16. Where did you see or hear these messages in the past few months?

Awareness of Air Quality Messages • The vast majority of residents indicate they have heard of both Air Quality Alerts (86%) and Ozone Action Days (85%). • Awareness of Ozone Action Days has increased significantly since 2004 (85% vs. 77%). ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level. Q18. Have you ever heard of an “Air Quality Alert”?, Q19.Have you ever heard of an “Ozone Action Day”?

Awareness of Air Quality Messages • Nearly all respondents (92%) agree that children, the elderly, and people with asthma may have more trouble breathing on Air Quality Alert or Ozone Action Days. • Many respondents also agree that they should drive less (86%) and not mow on these days (81%). • Respondents who report having heard messages about air quality are significantly more apt to correctly answer four of these five questions. This suggests that KAIRE’s campaign messages are having a positive impact on residents’ knowledge. ˆ ˆ ˆ ˆ ˆˇ Statistically significant difference at the 95% confidence level. *Bars represent percentage of respondents who agree with each statement. Q20. In your opinion, which of the following statements are true for Air Quality Alert or Ozone Action Days? (Agree/disagree) statements

Awareness of Air Quality Messages • Over three-fourths (77%) of consumers in the Louisville area say they have heard of Energy Star Ratings on appliances and household products. • This is a significant increase from the 65% who reported awareness in 2004. ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level. Q23. Have you ever heard of Energy Star ratings on appliances and household products?

Awareness of KAIRE Programs • The great majority (80%) of residents cannot name any local organizations performing public outreach or education on air quality. • A few cite utility companies (8%), environmental organizations (5%), and state/local government (2%). • Only a handful mention KAIRE (1%), TARC, the American Lung Association or other health organizations (all <1%). Unprompted Awareness of Local Air Quality Organizations Q25. What local organizations do you know, if any, that perform public outreach and education in improving air quality?

Awareness of KAIRE Programs • Similarly, most respondents (85%) cannot name any Internet resources on air quality. • A few report local news sites (7%), weather sites (3%), or environmental/other organizations (2%). • The KAIRE Network is recalled by 1% of residents. Internet Resources Q26. Can you name any Internet resources consumers an use to stay informed about air quality issues in the local area?

Awareness of KAIRE Programs • When presented with the name, 28% of residents say they have heard of KAIRE, and 12% have heard of the KAIRE Network. • After having the KAIRE Network concept explained to them, over one-third (37%) say they would be very or somewhat likely to join. Q27. Have you ever heard of KAIRE, the Kentuckiana AIRE Education program?, Q28. Have you ever heard of KAIRE Network, a free membership network that educates the public about air quality and air quality alerts?, Q29. How willing would you be to join the KAIRE Network?

Awareness of KAIRE Programs • Very few respondents (5%) say they have heard of the STAR (Strategic Toxic Air Reduction) Program. • Of those few, one-third say the program aims to reduce pollution (37%) or conserve energy (28%). • A few (4%) indicate that the STAR Program educates people about air pollution. What is the STAR Program? (n=18) Q30. Have you ever heard of the Strategic Toxic Air Reduction Program, also known as the STAR Program?. Q31. What is the STAR Program?

Awareness of KAIRE Programs • To measure perceptions of the STAR program, respondents were presented with three opinion statements and asked which one best represents their own views. • As shown below, over one-third of respondents (38%) are concerned about added regulations associated with the program. Reactions to STAR Program Description Q32. The STAR Program is a regulatory program designed to encourage local industries that emit the highest levels of toxic substances into the atmosphere to comply with state and federal toxic emissions standards by 2010. Which of the following statements best represents your reaction to this description of the program?

Knowledge of Air Quality Issues • Over half (62%) of residents say they have heard of the term “ground level ozone.” • Men (71%) are significantly more likely to have heard of the term, compared to women (55%). Q12. Have you heard of the term ground level ozone?

Knowledge of Air Quality Issues • Many respondents (62%) agree that dust and fine particles are major contributors to smog and roughly half (56%) agree that higher ground level ozone means poor air quality. • Just a few (8%) say that high levels of ground level ozone are not really harmful to people. • Men (64%) are significantly more apt to know that higher ozone levels means poor air quality, compared to women (50%). *Bars represent percent of respondents who agree with each statement. Q13.(Agree/disagree) Dust and fine particles are major contributors to high levels of smog; high levels of ground ozone are not really harmful to people; higher ground level ozone means poor air quality.

Knowledge of Air Quality Issues • Nearly half (46%) of residents agree that the time of day they put gas into their car affects ozone levels. This is a significant increase from 2004 (36%). ˆˇStatistically significant increase/decrease at the 95% confidence level. ˆ ˆ Q17a. (Agree/disagree) The time of day that people put gas in their vehicles makes a difference in air quality

Knowledge of Air Quality Issues • Of those who agree that the time of day they refuel makes a difference, most (68%) say ozone levels are lowest in the morning. Others (41%) say they are lowest in the evening. Q17aa. To your knowledge, what times of day are ozone levels at their lowest

Knowledge of Air Quality Issues • Over half (61%) of respondents are aware that continuing to fill their vehicles’ gas tanks after the nozzle automatically clicks off contributes to air pollution. This represents a double-digit increase from 2004. • Residents of Kentucky (64%) are significantly more apt to answer this correctly, compared to Indiana residents (50%). ˆˇStatistically significant increase/decrease at the 95% confidence level. ˆ Q17d: Continuing to fill your vehicle’s fuel tank after the nozzle automatically clicks off contributes to air pollution.

Knowledge of Air Quality Issues • A majority of respondents (61%) correctly answer that having your oil changed every 3,000 miles does not contribute to air pollution. • However, men (70%) are significantly more likely to answer correctly, compared to women (54%). Q17j: Having your oil changed every 3,000 miles contributes to air pollution. (Question added in 2005)

Knowledge of Air Quality Issues • When asked if mowing an average-sized lawn with a gas-powered mower creates more air pollution than driving a car from Louisville to Nashville, respondents express slightly less agreement (23%) than in past years. • Men (28%) are significantly more apt to answer this question correctly compared to women (18%). Q17b. (Agree/disagree) Mowing an average-sized lawn with a gas-powered mower creates more air pollution than driving a car from Louisville to Nashville.

Knowledge of Air Quality Issues • Approximately one third (36%) of respondents agree that vehicles pollute more when the “check engine” light is on. • Significantly more express agreement in 2005 than in September 2004. • Men (51%) are more than twice as likely to answer this question correctly, compared to women (25%). ˆˇStatistically significant increase/decrease at the 95% confidence level. ˆ Q17e. (Agree/disagree) When the “check engine” light comes on, your vehicle is polluting the are more than when the light is off.

Knowledge of Air Quality Issues • Since March of 2004, a significantly greater number of residents (61%) say that fluorescent bulbs are more energy efficient. ˆˇStatistically significant increase/decrease at the 95% confidence level. ˆ Q17k. (Agree/disagree) Using compact fluorescent bulbs is more energy efficient than using incandescent bulbs.

Knowledge of Air Quality Issues • Several additional measures of consumers’ knowledge were added in 2005 to assess the degree to which factual and behavior change messages are being received. • Nearly everyone (90%) agrees that keeping tires properly inflated reduces air pollution. • Most say that running several errands at once (87%) and tightly closing gas caps (79%) help reduce pollution. • Just 11% of respondents agree that pollution irritates only the lungs of people with breathing conditions. *Bars represent percentage of respondents who agree with each statement. Q17c,d,f,g,j,l, and m. (Agree/disagree) Statements about air quality.

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