1. Kentuckiana AIR Education Community Survey Results - Wave 5 Prepared for: Paul Schultz Advertising Prepared by: Aeffect, Inc. Deerfield, IL December 2005

2. Aeffect, Inc. 2 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

3. Aeffect, Inc. 3 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.

4. Aeffect, Inc. 4 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)

5. Aeffect, Inc. 5 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

6. Aeffect, Inc. 6 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.

7. Aeffect, Inc. 7 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.

8. Aeffect, Inc. 8 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).

9. Aeffect, Inc. 9 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

10. Aeffect, Inc. 10 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.

11. Aeffect, Inc. 11 Recommendations

12. Aeffect, Inc. 12 Recommendations

13. Aeffect, Inc. 13 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

14. Aeffect, Inc. 14 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.

15. Aeffect, Inc. 15 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

16. Aeffect, Inc. 16 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

17. Aeffect, Inc. 17 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

18. Aeffect, Inc. 18 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

19. Aeffect, Inc. 19 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

20. Aeffect, Inc. 20 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

21. Aeffect, Inc. 21 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).

22. Aeffect, Inc. 22 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.

23. Aeffect, Inc. 23 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?

24. Aeffect, Inc. 24 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?

25. Aeffect, Inc. 25 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?

26. Aeffect, Inc. 26 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

27. Aeffect, Inc. 27 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?

28. Aeffect, Inc. 28 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%). Awareness of Air Quality Messages Q15.What specifically, did the message say? Recall of Air Quality Messages - Unprompted

29. Aeffect, Inc. 29 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?

30. Aeffect, Inc. 30 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%). Q18. Have you ever heard of an “Air Quality Alert”?, Q19.Have you ever heard of an “Ozone Action Day”? ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level.

31. Aeffect, Inc. 31 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. Q20. In your opinion, which of the following statements are true for Air Quality Alert or Ozone Action Days? (Agree/disagree) statements *Bars represent percentage of respondents who agree with each statement. ˆˇ Statistically significant difference at the 95% confidence level. ˆ ˆ ˆ ˆ

32. Aeffect, Inc. 32 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. Q23. Have you ever heard of Energy Star ratings on appliances and household products? ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level.

33. Aeffect, Inc. 33 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

34. Aeffect, Inc. 34 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%). Awareness of KAIRE Programs Q25. What local organizations do you know, if any, that perform public outreach and education in improving air quality? Unprompted Awareness of Local Air Quality Organizations

35. Aeffect, Inc. 35 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. Awareness of KAIRE Programs Q26. Can you name any Internet resources consumers an use to stay informed about air quality issues in the local area? Internet Resources

36. Aeffect, Inc. 36 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?

37. Aeffect, Inc. 37 Awareness of KAIRE Programs Q30. Have you ever heard of the Strategic Toxic Air Reduction Program, also known as the STAR Program?. Q31. What is the STAR Program? 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)

38. Aeffect, Inc. 38 Awareness of KAIRE Programs 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? 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

39. Aeffect, Inc. 39 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

40. Aeffect, Inc. 40 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?

41. Aeffect, Inc. 41 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%). 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. *Bars represent percent of respondents who agree with each statement.

42. Aeffect, Inc. 42 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%). Q17a. (Agree/disagree) The time of day that people put gas in their vehicles makes a difference in air quality ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level. ˆ

43. Aeffect, Inc. 43 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

44. Aeffect, Inc. 44 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%). Q17d: Continuing to fill your vehicle’s fuel tank after the nozzle automatically clicks off contributes to air pollution. ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level.

45. Aeffect, Inc. 45 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)

46. Aeffect, Inc. 46 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.

47. Aeffect, Inc. 47 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%). Q17e. (Agree/disagree) When the “check engine” light comes on, your vehicle is polluting the are more than when the light is off. ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level.

48. Aeffect, Inc. 48 Knowledge of Air Quality Issues Since March of 2004, a significantly greater number of residents (61%) say that fluorescent bulbs are more energy efficient. Q17k. (Agree/disagree) Using compact fluorescent bulbs is more energy efficient than using incandescent bulbs. ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level.

49. Aeffect, Inc. 49 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. Q17c,d,f,g,j,l, and m. (Agree/disagree) Statements about air quality. *Bars represent percentage of respondents who agree with each statement.

50. Aeffect, Inc. 50 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

51. Aeffect, Inc. 51 Adoption of Target Behaviors About one-third of residents (32%) strongly agree that their daily habits and choices can help improve air quality. Just over half (52%) say they have specifically thought about making lifestyle changes in order to help improve air quality. –Older residents are significantly more apt to say they can’t or do not want to make any changes to their lifestyle to improve air quality (24% strongly/mostly agree, compared to 14% of those under age 45) Q11a. (Agree/disagree) My daily habits and everyday choices can help improve air quality.

52. Aeffect, Inc. 52 Adoption of Target Behaviors Agreement with this perceived control measure has increased directionally since last year. Q11a. (Agree/disagree) My daily habits and everyday choices can help improve air quality.

53. Aeffect, Inc. 53 Adoption of Target Behaviors When asked how they usually run errands, most respondents (64%) say they wait until they have several to do at once. This represents a significant increase in desired behaviors over last year. –Women (72%) are significantly more apt to say they do trip chaining, compared to men (54%). Q2. When you leave your house to run errands do you usually…delay running errands until you have several to do at once, or run an errand when the need arises? ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level.

54. Aeffect, Inc. 54 Adoption of Target Behaviors The percentage of respondents (60%) who say they listen to traffic reports in their car during peak driving times has not changed measurably since 2004. Q3. When you are out driving during peak times, like morning or afternoon rush house, in the Louisville metropolitan area, do you usually listen to traffic reports on the car radio or not?

55. Aeffect, Inc. 55 Adoption of Target Behaviors Just under one-third of respondents (29%) report engaging in the desired behavior of refueling in the morning or evening. This has not changed significantly since last year. Q4. When do you usually stop for gas for your car (truck)? Do you usually get gas in the morning (before noon), afternoon (non-6:00pm), evening (6:00pm or later), or whenever it’s needed?

56. Aeffect, Inc. 56 Adoption of Target Behaviors Out of the last ten times they refueled, respondents topped off an average of 3.3 times, a slight decrease from 2004. Significantly more consumers in 2005 (50% vs. 39%) report never topping off, compared to 2004. –Respondents under age 45 are significantly more likely to top off frequently (4.3 times on average) compared to older respondents (fewer than 3 times). Q5. If you had to guess, out of the past ten times you completely filled up your fuel tank, how many times would you say you topped it off? ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level.

57. Aeffect, Inc. 57 Adoption of Target Behaviors The majority of residents (92%) who work outside the home drive alone to work—a rate consistent with September 2004. The percentage of residents who drive with someone else has increased significantly since 2004 (7% vs. 3%). Q7. Which best describes how you usually get to work? ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level. ˇ ˇ

58. Aeffect, Inc. 58 Adoption of Target Behaviors Reported use of TARC has not changed measurably since 2004. Just 8% say they have used TARC in the past 12 months. Q8. Have you used TARC, the public transportation system, during the past 12 months?

59. Aeffect, Inc. 59 Adoption of Target Behaviors Although over three-quarters of respondents (78%) believe that most people do not make changes to their lifestyles on Ozone Action Days, those who do not currently engage in desired actions were asked about their likelihood to do so in order to reduce air pollution levels. –Over half (63%) say they would be extremely or very likely to do preventative maintenance on their car. –42% report they are willing to refuel in the morning or evening. Q22. How likely are you to perform the following actions to reduce air pollution levels? *Bars represent percentage of those extremely/very likely.

60. Aeffect, Inc. 60 Adoption of Target Behaviors Use of energy-saving appliances and services at home has increased significantly since 2004. –Significantly more consumers say they have home heating/cooling inspection (79% vs. 71%). –Significantly more report having appliances with an Energy Star Rating (58% vs. 45%) –Half indicate they have programmable thermostats, up from 46% in 2004. –Significantly more have low-maintenance landscaping (36% vs. 29%). Q24. Which of the following do you have in your home? ˆ ˆˇ Statistically significant increase/decrease at the 95% confidence level. ˆ ˆ

61. Aeffect, Inc. 61 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

62. Aeffect, Inc. 62 Stages of Change What is the Stages of Change model? –A behavior change theory frequently used in social marketing to guide communications development, interventions, and program evaluation. –Seven-stage structural framework for assessing complex behaviors and shifts in the underlying attitudes that lead to desired behaviors. –Attitudinal and behavioral questions are used to determine what stage consumers are in—progressing from awareness to engagement to decision-making, acting and maintenance. Aeffect has applied the first six stages of this model to KAIRE’s target audience as a means of understanding residents’ readiness to adopt air quality improvement behaviors. –This model is particularly useful in understanding the decision-making processes that people go through in adopting behaviors which may be perceived as offering little immediate personal benefit, but rather are most beneficial to society as a whole. STAGE 1 Unaware of issue STAGE 2 Unengaged by issue STAGE 3 Deciding about acting STAGE 5 Decided to act STAGE 4 Decided not to act STAGE 6 Acting STAGE 7 Maintenance

63. Aeffect, Inc. 63 Stages of Change As shown below, this survey finds that over half of Louisville area residents are currently in Stage 3 or 4. That is, they think air quality is an important local issue and agree that their actions can make a difference. However, they have either never thought about what to do (26%), or have not made specific lifestyle changes because they do not know what to do (30%). The following pages provide more detailed profiles of the individuals who are in each stage. These profiles should be used to assess the feasibility of communicating with these groups to change their attitudes or behaviors, and in developing specific strategies for doing so. –Note: Base sizes for Stages 2, 4, and 6 are small (under 40 people each), and findings for these stages should be interpreted with caution. STAGE 1 21% Unaware that air quality is a problem in Louisville STAGE 2 8% Do not think air quality is very important or do not think they can make a difference STAGE 3 26% Have not thought about making changes to lifestyle to improve air quality STAGE 5 30% Want to make life- style changes, but have not done so yet STAGE 4 7% Aware of possible lifestyle changes, but do not want to make them STAGE 6 5% Making defined lifestyle changes with the intent of helping to reduce air pollution

64. Aeffect, Inc. 64 Stages of Change Stage 1: Unaware of the problem  Believe air quality in Louisville is “not a problem at all” –87% say the air quality is good or excellent –Ease of traffic flow is more important than air quality –Have the highest rates of running errands and getting gas whenever needed –Across all respondents, those in this stage have the lowest awareness of ground level ozone (55%) and its relationship to air quality. –Lowest awareness of Air Quality Alerts, Ozone Action Days, and what to do on these days –Lowest recall of any media or news messages about air quality –Low levels of understanding about factors that contribute to air pollution (e.g. lawn mowing, not closing gas caps tightly) –Most apt to think ozone is a weather problem, not an air pollution issue (29%) –Low likelihood of changing habits to reduce air pollution levels –Low awareness of KAIRE and KAIRE Network

65. Aeffect, Inc. 65 Stages of Change Stage 2: Unengaged by the issue  Low levels of smog, ozone and air pollution “not too important” or “not at all important” to overall quality of life. or  Do not feel their habits, actions or driving behaviors can have an impact on air quality and ozone levels –Lower levels of education and income –Highest rates of topping off when refueling –Most (61%) have never thought about making lifestyle changes to improve air quality –Half (50%) do not believe their actions can help improve air quality – the lowest level of perceived control across all residents –Low awareness of media and news messages about air quality –Average levels of awareness of Air Quality Alerts and Ozone Action Days –Average awareness of KAIRE, but below average likelihood of joining the KAIRE Network

66. Aeffect, Inc. 66 Stages of Change Stage 3: Deciding about acting  Know that air quality is a problem, but have not yet thought about making changes to lifestyle to help –Demographically, they skew older (51% are over age 55) –Mixed opinions regarding perceived control over air quality 50% agree that their daily habits and choices can help improve air quality 50% disagree, or only somewhat agree –Some individuals within this stage are more like those in stage 4, who cannot or do not want to make the necessary lifestyle changes to affect air quality (22%) –Below average recall of air quality messages –Have some misconceptions about the impact of regular oil changes on air pollution and ozone as a weather problem –Below average awareness of KAIRE and the KAIRE Network

67. Aeffect, Inc. 67 Stages of Change Stage 4: Decided not to act  “There may be things I could do to improve air quality, but I don’t want to or can’t make those changes to my lifestyle.” –52% think air quality in Louisville is good or excellent –Many (82%) think their actions can affect air quality, but all agree they can’t or do not want to make the necessary lifestyle changes –56% agree they cannot have much of an impact on air quality themselves –Most apt to think ground level ozone in Louisville comes from industrial sources rather than cars and trucks (43% agree) –Above average awareness of Air Quality Alerts and Ozone Action days, but nearly all (92%) believe most people don’t actually make any changes to their behaviors on these days. –Above average awareness of KAIRE

68. Aeffect, Inc. 68 Stages of Change Stage 5: Decided to act  “I want to do something to improve air quality, but I don’t know what I should do.” –Significantly more apt to be women, with a skew towards higher levels of formal education –Most likely to listen to traffic reports (74%) –Fairly high levels of perceived control (67% agree that their daily habits and choices can help improve air quality) –Over two-thirds (71%) have recently seen or heard messages about air quality –High awareness of Ozone Action Days (95%) and what actions to take on those days –High willingness to joint the KAIRE Network (61% likely to join)

69. Aeffect, Inc. 69 Stages of Change Stage 6: Acting  Aware of the problem and have decided to make lifestyle changes to help improve air quality.  Perform at least three of 5 targeted behaviors: Combine multiple errands into a single trip Do not top off gas tank Refuel in the morning or evening Commute to work via public transportation or with at least one other person Use public transportation –Tend to be younger and college-educated –Rate low levels of smog, ozone and air pollution as very important to their quality of life –83% rate the air quality in Louisville as fair or poor. One third (36%) consider it a major problem. –High rates of perceived control (82% agree that their personal habits can improve air quality) –High awareness of ground level ozone (66%) and its effect on air quality –Nearly all (94%) have recently heard media or news messages about air quality