The Public Action for Water, Energy and Environmental Project (PAP is a public education and behavior change communication program developed to support USAID’s technical and policy investment in the Jordanian water and energy sectors. In 2010, Analyseize, in collaboration with Strategies, managed, executed and authored a qualitative research study, to understand the outlook of Jordanians; what drives and motivates them. The analysis took into account socio-psychological models that have identified drivers across cultures such as Maslow’s hierarchy of needs. The qualitative research provides insight on coping behaviors and attitudes of the Jordanian public, barriers (both psychological and physical) in the arena of policy, social/cultural and economic to changing behavior in water and energy as well as channels and sequence of outreach to such groups when considering behavior change strategies.
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