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Behavior Change Survey for Outdoor Activities
Pan-Canadian Survey
• Outdoor activities– Firewood, Play Clean Go and Clean Drain Dry
• 1860 respondents
• Conducted online
• January to May, 2018
• +- 2.27%, 19 times out of 20
Research Goals
• Establish baseline of current behaviors
• Determine barriers and motivators
• Inform the development of national communications approaches
Innovation Adoption Curve
Convenience
What do you use firewood for?
Where do you usually get your firewood compared to where you burn it?
%
I gather/cut it in the area where I burn it (within 15 km). 74%
I buy it locally where I burn it (within 15 km). 40%
I gather/cut it and transport it to the area where I burn it (more than 15 km). 34%
I buy it in one area and transport it to another where I burn it (more than 15 km). 22%
Other 3%
Barriers to buying local firewood
availabilitywood
Pricefirewood
campground
local
qualityaccess
area
home
cut
use
away
deadfall
burn
buy
woodlot
live
fire
knowing
cutting
city
bringsourceland
crown
find
property
forest
take
always
might
free
time
location
park
transport
enough
around
private
species
hard
getting
weather
allowed
collect
outside
standingburning
often
logging
permit
workleftover
much
supplier
fires
roads
cottage
campfire
winter
anotherground
store
tree
little
Living
using
rural
car
forests
suppliers
rules
gathering
provider
selling
surless
Government
possible
control
closed
certain
issue
already
owner
prevent
community
Forestry
y
vs
permitted
collection
next
cabin
invasive
difficult
50
buying
Easier
Motivators to buying local firewood
availabilitycost
Conveniencewood
firewood
quality
Invasive Speciesget
area
transport
buy
cut
use
property
Knowledge
burn
trees
camping
dead
already
areas
home
fireforest
regulationscamp
within
better
gatherland
need
just
always
Lower
lots
sure
km
transportation
know
parks
informationlot
site
campgroundpas
cutting
campsite
travel
bring
around
environment
que
move
possible
people
like
transporting
source
harvest
might
burning
near
collect
deadfall
gas
woodlot
Lowlive
moving
find
support
want
Accessibility
pests
environmental
permit
forests help
standing
provincial
15km campfire
campsites
spreading
motivationpricing
Readily
disease
gathering
un
take
ne
clean
distancework
fallen
much
one
keep
campgrounds
If it were available in your area, what is the likelihood that you would purchase pest-free firewood from a local
retailer?
Sample size = 1860
Barriers to Buying Pest-Free Firewood
Costavailability
woodchemicals
firewood
go
people
knowledge
freebuy
treated
know
local
area
cutburn
get
use
lot
pest-free
high
locally
need
lots
abundance
used
sure
thinktransport
may
pest
livefire
buying
burning
want
likely
already
extra
might
knowingaround probably
pay
Increased
safe
like
fear
Nothing
untreated
usually
location
makepests
property
cutting
additional
something
burned
transportation
trees
time
enough
heat
supply
findpour
process
quality
treat
forestbugs
rather
camping
spend
prefer
cook
rural
well
community
harvest
necessary
problem
regular
cheaper
bush
dead
smallissue
areas
transporting
woodlot
place
purchasing
maybe
aware
unknown
limited
believe
ignorance
Sample size = 1860
Motivators to Buying Pest-Free Firewood
priceknowledge
availabilitywood
pests
firewood
information
safe
people
knowtreated
local
gooduntreated
buy
sure
make
better
reasonable
purchase
time
area
environment
access
easy
comparable
pricingbenefits
quality
get
think
transport
use
moving
readily
transporting
regular
dangers treatment
pest-free
see
issue
regulations
closesimilar
need
keep
much
forests
getting
public
chemicals
using
problem
home
around
productpour
fire
None
campaigns
option
Affordability
worry
costs
burning
trees
store
delivery
health
Making
incentives
easily
non-treated
harmful
Rebates
rebate
property
Unsure
parks
issues
cut
Easier
au
forest
already
areas
work
just
accessibility
treat
Maybe
one
known
reduced
advertised
government
disponibilité
à
infestation
Sample size = 1860
Where is This From?
How often do you check for IS before or after hiking?
Sample size = 1860
Why Not? - Play Clean Go Barriers
knowledgeLack
timeNothing
Laziness
Forgetting
invasivecheck
equipment
clean
look
weather
people
mud
wash
areajust need
water
trail
much
thinking
take
problem
remove
get
seedsrisks
cleaning
like
home
things
sure
clothing
tires
facilities
alwaysnever takes
already
important
clothes
hike
signagethought
les
might
importance
areas
insects
work
really
available
issuesconsuming
way
prevent
action
vehicle
care
even
leaving
also
go
ticks
looking
Bad
vehiclesissue
accesshard
signs
hurry
may
removing
checking
Nonespreading
trails
potential
constraintsusually
hiking
tools
going
don’tmake
day
everything
well
help
boots
gear
conditions
hassle
want
necessary
risk
without
see
Education
awareness
signageinformatio
n
reminders
equipment
species
trail
people are
a
trailhead
trails
environment
action
areas
spread
Better
checklook
heads
clean
info
ticksgoo
d
know
risks
helpsur
e
risk
available
important
like
issue
want
public
take
problem
head
importance
insects
boot
posted
just
parking
make
time
need
seeds
local
already
spreading
easy
hiking
care
prevent
end
Nothing
mud
dangers
water
Concern
bugs
protect
fines
specific
pests
harmful
leaving
plus
plantsissues
might
clothes
camping
potential
environmental
Perhapsdisease
others
forests
things
campgrounds
media
tools
done
proper
possible
clothingproblem
s
tires
entering
entrances
social
harm
educate
start
love
something
made
examples
Why? - Play Clean Go Motivators
Barriers to clean
equipment/station
Time
watercraftwater
Lack
weather
Laziness
same body
ignorance
always
lake
dry
home
need
usually
forgetting
day
rent
move
invasive species
portaging
think
another
muchlakes
None
necessary
actions
aware
using
supplies
mud
launch
back
trip
different
going
around
emergency
knowing
may
car
consuming
fresh
every
place
drain
problem risk
dirty
nettoyage
areas
constraints
source
bodies
often
resources
drying
kayaks
people
rental
activities
site
pressure
issue
renting
proper
really
apply
siremote
top
bring
enough
ability
awareness
hard
generally
assume
gets
now
cleaned
busy
animals
difficultfacility
risks
nearby
forgetfulness
yearsteps
thinking
d
wilderness
waders
easy
done
signs
ocean
une
Motivators to clean
Knowledge
equipment/stations
watercraftinvasive species
waterways
signage
launcheseasy
time
environment
sure
already
bodiesgood
need
keep
actions
use
going
might
place
public
posted
needed
help
protect
near
local
usually
make
something
care
Fines
moving
moved
taking
properpotentia
l
home
dirty
advertising
points
car
transport
properly
possiblehabit
issue
move
effects
people
indicating
routine
cleaned
watershed
impacts
waterbody
around
knew
everything
location
gear
savoir
helping
visual
keeping
rinse
fais
watercrafts
Sensibilisationnecessary
NA
best
kits
canoes
landings
health ways
respect
weeds
else
launching
required
inspection
follow
present
believe
regulations
fish
s
enough
type
thing
visible
connaissance
realize
Safety
incentive
hazards
heard
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