The report aims to understand the outlook of Jordanians;; the key determinants of behavioral change in search for “drivers” that can be used in programs promoting conservation of water or energy and reduction of solid waste. This research was conducted as part of the Public Action for Water;; Energy and Environment Project (PAP);; which aims to encourage water and energy conservation and to support behavior change towards more conservation and efficient practices both at the household level and in the commercial;; industrial and civil society arenas using social marketing behavioral methods. It is based on the qualitative research that focuses on identifying people’s motivations;; needs and desires to help formulating social marketing programs and developing adaptive capacity in individuals and groups. Some of the key questions of the qualitative research include “What are the current coping behaviors and attitudes (psychological;; social;; etc …) of the Jordanian public (disaggregated by gender;; age;; geography and income) in the face of limited water availability and high prices for energy?;; What anticipated consequences may the Government face if stricter scenarios were imposed on water and energy? The report recommends the Ministry of Education to cooperate and introduce regular classes that focus on showing youth the direct impact of water;; energy and environment on their lives and raise awareness and consciousness of children regarding their role in the environment and influence it in a positive way.

The report is based on the findings of the survey that was designed to review NGO/CBO experience in communication/outreach and assess the capability of individual staff in the relevant NGOS and CBOs. The primary goal of the project is to institutionalize social marketing practices in NGOs and CBOs;; because organizations in the forefront of development depend on their ability to reach target groups and remove barriers to change. The research was conducted as part of the Public Action in Water;; Energy;; and Environmental Project to initiate and establish clear and identifiable behavioral changes amongst the Jordanian public and decision-makers;; to lead to increased efficiency in the use of water and energy;; and to improve solid waste handling practices. The main findings of the research identify sources of funds and grants of the NGOs;; their major activities and partnerships. The report also suggests training for successful fundraising;; social marketing and media campaigns for the NGOs and continued surveys and interviews of the NGOs.