Corangamite communities - their values, beliefs, attitudes and … · 2010-11-10 · values, beliefs, attitudes and behaviour in managing natural resources Prepared for Corangamite

C O M M U N I C A T I O N , E N G A G E M E N T A N D S O C I A L C H A N G E B E N C H M A R K I N G

Corangamite communities - their

values, beliefs, attitudes and behaviour in managing natural resources

Prepared for

Corangamite Catchment Management Authority 64 Dennis Street Colac, Victoria 3250

S:\NRFD\Owner - SD\CCMA\51249-001 Social Engagement Study\Reports\Research Report\A10047ResearchReport6.doc

AgInsight

Corangamite communities - their values, beliefs, attitudes and behaviour in managing natural resources I

URS Australia and AgInsight

TABLE OF CONTENTS 1 Introduction 9

1.1 The Corangamite CMA Region.............................................................. 9 1.2 The Corangamite communities.............................................................. 9 1.3 About this Report................................................................................. 10

2 Methodology 11 2.1 Analysing the mega-communities........................................................ 11 2.2 Conceptual framework......................................................................... 12 2.3 Data Sources....................................................................................... 15 2.4 Data analysis ....................................................................................... 16 2.5 Interpretation and reporting ................................................................. 17

3 Findings 19 3.1 Mega-community - Major resource and secondary industries ............. 19 3.2 Mega-community - Tertiary industries and service providers .............. 22 3.3 Mega community - Managers of land use change............................... 25 3.4 Mega-community - Support organisations for agriculture .................... 27 3.5 Mega-community – Rural industries and communities ........................ 31 3.6 Mega-community – Forestry ................................................................ 36 3.7 Mega-community - Urban settlers in rural / coastal areas ................... 38 3.8 Mega-community – Support organisations for environmental values .. 45 3.9 Mega-community – Urban populations ................................................ 48 3.10 Mega community – Tourism........................................................ 50

4 Conclusions 52 4.1 The Region’s economy has a high reliance on natural resources ....... 52 4.2 High value placed on the environmental assets .................................. 52 4.3 Period of high socio-economic change................................................ 52 4.4 Complexity of social opinion ................................................................ 53 4.5 CCMA has opportunity to raise its profile ............................................ 53

5 Acknowledgements and References 54 5.1 Acknowledgements ............................................................................. 54 5.2 References .......................................................................................... 54

Corangamite communities - their values, beliefs, attitudes and behaviour in managing natural resources II


LIST OF TABLES

Table 1: Understanding the mega-communities.............................................. 11

Table 2: Telephone survey responses ............................................................ 17

Table 3: Values and attitudes – resource and secondary industries ............... 21

Table 4: Values and attitudes – tertiary industries and service providers........ 24

Table 5: Values and attitudes – managers of land use change....................... 26

Table 6: Values and attitudes – support organisations for agriculture............. 29

Table 7: Values and attitudes – rural industries and communities .................. 35

Table 8: Values and attitudes – forestry.......................................................... 37

Table 9: Values and attitudes – urban settlers in rural / coastal areas............. 38

Table 10: Significant environmental issues ...................................................... 39

Table 11: Suggested solutions to environmental issues .................................. 40

Table 12: Responses / action to environmental issues .................................... 40

Table 13: Assistance in environmental care..................................................... 42

Table 14: Good and bad aspects of the local environment .............................. 43

Table 15: Values and attitudes – support organisations for environmental values.................................................................................................... 46

Table 16: Values and attitudes – tourism ........................................................ 51

LIST OF FIGURES

Figure 1: Recursive model of attitude-behaviour relationship......................... 14

LIST OF ANNEXES A Organisations and people consulted ...........................................................i B Telephone questionnaire ............................................................................v C Questionnaire used in personal interviews .............................................. viii D Letter to telephone interviewees................................................................ ix

Corangamite communities - their values, beliefs, attitudes and behaviour in managing natural resources III


Executive Summary The report presents summary information about the values, beliefs, attitudes and behaviour displayed by the communities in the Corangamite CMA Region in their management of natural resources. This is the second of several reports to be completed within the Communication, Engagement and Social Change Benchmarking Project for the Corangamite Catchment Management Authority (CCMA). Understanding the Corangamite communities The communities of interest were defined in a previous report. In the table below, the communities and their components are listed, along with an assessment of the current state of understanding of their NRM values, attitudes and behaviour, and the research approach used to improve that understanding. Primary research was focused into those components where existing information was inadequate.

Mega-community Components Current understanding of NRM values, attitudes, behaviour Research undertaken

Major companies Poor � limited previous contact Major resource and secondary industries Business networks Poor � limited previous contact

6 interviews with selected key companies

Health and education services Poor � limited previous contact Tertiary industries and service providers Community development services Poor � limited previous contact

16 interviews with selected key stakeholders

Shires Generally good through existing relationships

12 interviews with planners and environmental officers

State government agencies Fair � depending on agency 16 interviews with local managers

Managers of land use change

Developers Poor � limited previous contact 3 interviews with developers

Food processors Poor � limited previous contact

Agricultural knowledge brokers Fair � some previous contact

Agricultural service providers First principles understanding only

Support orgs for agricultural land and water use

NRM activities in Ag areas Good - existing relationships

18 interviews with industry members and stakeholders

Rural towns Good - secondary data sources One further interview

Broad acre agricultural enterprises Good- secondary data sources 4 interviews with landholders Rural industries and communities

Intensive agricultural enterprises Fair � some secondary data 7 interviews with landholders

Native timber harvesting Variable, previous contact

Agro-forestry Variable, previous contact Forestry

Timber processing Variable, previous contact

5 interviews with regional managers

Otway communities Variable, previous contact

Peri-urban communities near Geelong and Ballarat Poor � limited previous contact Urban settlers in

rural areas

Coastal towns Poor � limited previous contact

Primary research � quantitative telephone interviews with 136 people

Geelong Environment Council Fair � within NRM �family�

Ballarat Environment Council Fair � within NRM �family�

Environmental �ethics� groups Poor � limited previous contact

Support orgs for environmental values

Indigenous groups Poor � limited previous contact

10 interviews with selected stakeholders

Geelong Poor � limited previous contact Urban populations

Ballarat Poor � limited previous contact

Secondary data review � ABS stats for Australian urban populations

Tourism managers Variable, previous contact Tourism

Tourism developers Poor � limited previous contact 8 interviews with selected stakeholders

Corangamite communities - their values, beliefs, attitudes and behaviour in managing natural resources IV


A total of 136 telephone interviews and 105 in-person interviews were used in collecting primary data. Secondary data came from ABS statistics, and previous research reports available to the CCMA. The Corangamite communities, their values, beliefs, attitudes and behaviour in managing natural resources – summary findings Mega-community - Major resource and secondary industries

• Major companies • Business Networks

Issue Comment

Values/attitudes/beliefs in managing natural resources

Utilitarian and business oriented. Keen to develop/ maintain reputation as good environmental managers for business reasons. Water is an important focus.

Reliance on natural resources/involvement in making decisions about natural resources

High � large users of water, producers of waste. Important decision makers at regional scale.

Potential to influence others� thinking or behaviour

High � 10,000 people employed by a few major employers. Most support/ maintain external environmental projects involving community and employees.

Current engagement with CCMA Limited to contact � e.g. Geelong Business Environment Network and through some environmental programs

Desirable engagement with CCMA Should be much closer.

Mega-community - Tertiary industries and service providers

• Health and education services • Community development services

Issue Comment


Limited understanding/awareness. Concerned where environmental impacts affect health and community welfare. Concerned about change in industry dynamics as it affects the socio-economic health of communities


Low reliance/ low involvement in decision-making


High � large numbers of professional in these fields through the community. Important sector in period of high change.

Current engagement with CCMA Limited

Desirable engagement with CCMA Engagement through joint projects with mutually beneficial outcomes

Mega community - Managers of land use change

• Shires • State government agencies involved in land and water use and management • Private sector developers

Corangamite communities - their values, beliefs, attitudes and behaviour in managing natural resources V


Issue Comment


Utilitarian. Concerned about maximising attractiveness and quality f local natural and built environments. Sound understanding of local pressures and issues


High reliance on land and water resources. Very important decision-makers in a period of high demographic change and given competing demands for land and water resources


Very high � decisions made by people in this sector can influence NRM behaviour over long future time-scales.

Current engagement with CCMA Solid relationships exist, some confusion about CCMA�s roles and responsibilities

Desirable engagement with CCMA Given their critical role in deciding land and water use, closer engagement is needed

Mega-community - Support organisations for agriculture

• Food processors • Agricultural knowledge brokers • Agricultural service providers • NRM networks in Ag areas

Issue Comment


Ranges for utilitarian and business oriented to altruistic. Pressure is on food processors and Ag knowledge brokers to encourage their suppliers to improve on and off-site environmental management for business reasons. Water and waste management is an important focus.


Low in their own right � indirect reliance is very high. Decisions made will have indirect impact on natural resource management. NRM networks have direct involvement in managing natural resources


Moderate (e.g. NRM networks) to high (e.g. food processors) depending on degree of leverage they have over individual landholders

Current engagement with CCMA Close involvement with NRM networks. Moderate involvement with other components

Desirable engagement with CCMA Market-based drivers are key communities for strong relationships

Mega-community – Rural industries and communities

• Rural towns • Broad-acre croppers and grazers • Intensive agriculture � dairy, horticulture, poultry, pigs

Issue Comment


Utilitarian in agriculture; higher concern about attractiveness of environment in rural towns. In agriculture, focus on increasing productivity from natural resource use, although NRM needs not always seen as legitimate cost of production.. Increasing awareness of market needs driving change. .


Very high. Large users of land, water and generators of waste. Collective impact of individual landholders decisions is significant.


Generally low at individual scale. Limited at collective scale.

Current engagement with CCMA Limited with individuals. Good contact through industry organisations.

Desirable engagement with CCMA Strengthen links with industry organisations, particularly in intensive agriculture.

Corangamite communities - their values, beliefs, attitudes and behaviour in managing natural resources VI


Mega-community – Forestry

• Native timber harvesting • Agro-forestry • Timber processing

Issue Comment


Utilitarian and business oriented. Keen to demonstrate environmental credentials of the timber industry through �Code of Forestry Practice� and accreditation for sound business reasons.


Very high. � large users of land, impact on amenity values. Important decision makers at regional scale.


Limited. Forest industry is the locus for conflict in natural resource management.


Desirable engagement with CCMA Increased involvement would be welcome by some in the industry.

Mega-community - Urban settlers in rural/coastal areas

• Otway communities • Peri-urban communities associated with Geelong and Ballarat • Coastal towns

Issue Comment


Ranges from utilitarian to altruistic. General focus on attractiveness of rural/coastal landscape as a reason for residency. Primary focus on biodiversity, degradation, water. Forestry is a concern


Low for consumption, high for amenity value. Generally keen to do the �right thing�. Just under half of the respondents involved in some personal/ local environmental activities.


Low individually, likely to be higher collectively as a consequence of voting power I local governments

Current engagement with CCMA Low understanding of NRM management arrangements

Desirable engagement with CCMA Making sure they have access to information through more sensible linkages (e.g. shires)

Mega-community – Support organisations for environmental values

• Geelong Environment Council • Ballarat Environment Council • Environmental �ethics� groups • Indigenous groups

Corangamite communities - their values, beliefs, attitudes and behaviour in managing natural resources VII


Issue Comment Values/attitudes/beliefs in managing natural resources

Altruistic, generally very concerned about environmental health of region. Biodiversity, water quality, logging in native forests are major concerns.


Low, except as focus for personal and collective activities. Linked with major local governments (Geelong and Ballarat).


Influence varies but can be high, according to particular issues.

Current engagement with CCMA Links established, but some groups unsure of CCMA�s role

Desirable engagement with CCMA Use links with peak bodies (e.g. Geelong Environment Council) to support/encourage mutually rewarding activities

Mega-community – Urban populations

• Geelong • Ballarat

Issue Comment


Generally utilitarian � main concerns are air and water pollution, loss of trees and ecosystems. Environment protection ranks as equally important with economic growth.


Very high for water, energy, waste management. 25 per cent of urban dwellers (Australia-wide) have registered concerns about environmental management.


Low at individual levels. High through collective voting power.

Current engagement with CCMA Low

Desirable engagement with CCMA Low individually. Indirect engagement through other communities (e.g. major industries, tertiary sector).

Mega community - Tourism

• Tourism managers � public and private sectors • Tourism developers

Issue Comment


Utilitarian, but mainly non-consumptive. Industry relies on amenity values. Apparent conflict between tourism and forestry.


Very high amenity, growing demand for land and water, and for infrastructure. Involved in influencing decisions.


Growing industry is exerting influence through local/ regional government. Also can be powerful influence on thinking of visitors to the region.


Desirable engagement with CCMA Opportunities for engagement with peak bodies across issues of mutual interest.

General conclusions High reliance on natural resources The Corangamite CMA Region is rich in natural resources. All sectors of the economy have a high dependency on these resources. Resource processing and manufacturing industries are reliant on locally sourced energy (coal at Anglesea) and water (Barwon Water, Central Highlands Water). The tourism industry is exploiting the scenic splendours of the Surf Coast, Great Ocean Road and Otway Ranges. The attractive rural landscape inland is attracting relocation from the cities, and agriculture is reliant on the favourable environments for dairying, horticulture, silviculture and broadacre cropping and grazing.

Corangamite communities - their values, beliefs, attitudes and behaviour in managing natural resources VIII


High value placed on the environmental assets The residents and stakeholders interviewed in this research phase all placed a high value on the environmental assets in the region. These assets are valued both intrinsically and for their contribution to social and economic welfare. The high value attached to the region�s natural resources provides an important over-arching �hook� for the CCMA to use in building commitment to behaviours that generate improved environmental outcomes. The importance of water as a resource is a primary linking factor between industries and communities across the Region. Period of high socio-economic change The social and economic face of the Corangamite CMA Region is changing rapidly. The population is becoming more urbanised, with an increasing proportion of the community holding typically urban values and attitudes. Particular trends include rapid growth in coastal and peri-urban communities, reduced population in isolated towns and hamlets and structural adjustment in broadacre agriculture reducing farm populations. The pressures on resource use will come from the areas of population growth, and the managers of land use change will have a key responsibility in setting the framework for NRM as a consequence of planning decisions. It will be important for the CCMA to engage with the people managing these changes. This rapidly occurring change in the Corangamite communities leads to two further conclusions. Complexity of social opinion Rapid demographic change and altered land use is increasing the complexity of social opinion in the Corangamite CMA Region as old social norms are challenged and new ones establish. As expected, there is evidence of tensions between different social �views of the world� with resentment by some about changes to established patterns of thinking and behaviour. The attitudes to native timber harvesting provide a clear example of these tensions, which are also evident in relationships within local governance. Similarly, most of the industry-based mega-communities expressed a high level of confidence in the region�s future, and also indicated that the environmental performance was sound. Conversely, the growing peri-urban and coastal sector is rather less confident and is more concerned about the state of the environment and how it is being managed. The degree of variance in opinion makes it difficult for change agencies to locate themselves to their best advantage. Some hard choices about who to engage with, and who not to, may need to be made. The opportunity for the CCMA to raise its profile A further consequence of the rapid socio-economic change and reforms in governance is a degree of uncertainty about the roles and responsibilities of local and state government agencies in land and water use and management. While this is generating some frustration in the Corangamite communities, the fluidity can also be seen as an opportunity for the CCMA to highlight its roles and responsibilities in a way that captures the attention of the other decision makers, particularly those it wishes to influence.

Corangamite Communities - Their Values, Beliefs, Attitudes And Behaviour In Managing Natural Resources 9


1 Introduction The report presents summary information about the values, beliefs, attitudes and behaviour displayed by the communities in the Corangamite Catchment Management Authority Region (also referred to as the Corangamite CMA Region) in their management of natural resources. This Report will contribute to an engagement strategy for the Corangamite Catchment Management Authority (CCMA) to use in building mutually rewarding and sustainable relationships with its communities of interest. The ultimate value of the engagement strategy will be in working with organisations and people in a way that encourages actions that lead to better natural resource management outcomes. These actions can vary as shown in the following three examples.

• Individual action, as in a householder in Geelong who installs a dual flush toilet. • Corporate action, as in a company that employs new technology to reduce

emissions to air and water bodies. • Small business action, as in a dairy farmer who takes action to prevent dairy

effluent leaving the property. 1.1 The Corangamite CMA Region

The Corangamite Catchment Management Authority Region (also referred to as the Corangamite CMA Region) has a total area of 13,340 sq km1 with a population of approximately 324,650. The Corangamite CMA Region includes all of the Shires of Surf Coast, Golden Plains, Colac-Otway, and the Borough of Queenscliffe. Also included in the Region are most of the Cities of Ballarat and Greater Geelong, and parts of the Shires of Corangamite, Moorabool and Moyne. 1.2 The Corangamite communities

Mega-community - Major resource and secondary industries • Major companies • Business Networks

Mega-community - Tertiary industries and service providers • Health and education services • Community development services

Mega community - Managers of land use change • Shires • State government agencies involved in land and water use and management • Private sector developers

Mega-community - Support organisations for agriculture

1 CCMA website - http://www.ccma.vic.gov.au



• Food processors • Agricultural knowledge brokers • Agricultural service providers • NRM networks in Ag areas

Mega-community – Rural industries and communities • Rural towns • Broad-acre croppers and grazers • Intensive agriculture � dairy, horticulture, poultry, pigs

Mega-community – Forestry • Native timber harvesting • Agro-forestry • Timber processing

Mega-community - Urban settlers in rural/coastal areas • Otway communities • Peri-urban communities associated with Geelong and Ballarat • Coastal towns

Mega-community – Support organisations for environmental values • Geelong Environment Council • Ballarat Environment Council • Environmental �ethics� groups • Indigenous groups

Mega-community – Urban populations • Geelong • Ballarat

Mega community - Tourism • Tourism managers � public and private sectors • Tourism developers

1.3 About this Report

Section 1 introduces the report and the Corangamite communities that were the basis of the research. Section 2 presents the methodology used to collect and analyse primary and secondary data, and present findings and conclusions. Section 3 presents the findings for each of the 10 mega-communities. Section 4 presents conclusions about the values, beliefs, attitudes and behaviour in managing natural resources. Section 5 lists acknowledgements and references. The Annexes give the list of individuals and organisations interviewed, the interviewing tools used and letters sent to the interviewees.



2 Methodology The methodology is presented in four phases. It commences with an analysis of the Consultant Team�s and CCMA�s understanding of the mega-communities defined for the study, followed by the presentation of the conceptual framework for the research, and the details of secondary and primary data collection and analysis. 2.1 Analysing the mega-communities

Based on advice from the CCMA, and a review of information collected during the analysis of the Corangamite CMA Region�s demographics and socio-economy, the Consultant Team clarified the current understanding of the NRM values, attitudes and behaviour as a pointer to further work. This analysis is presented in Table 1. Table 1: Understanding the mega-communities

Mega-community Components Current understanding of NRM values, attitudes, behaviour Further work needed

Major companies Poor � limited previous contact Major resource and secondary industries Business networks Poor � limited previous contact

Qualitative research with selected key companies

Health and education services Poor � limited previous contact Tertiary industries and service providers Community development services Poor � limited previous contact

Qualitative research with selected key stakeholders

Shires Generally good through existing relationships Interviews with planners

State government agencies Fair � depending on agency Interviews with local managers

Managers of land use change

Developers Poor � limited previous contact Interviews with local reps

Food processors Poor � limited previous contact

Agricultural knowledge brokers Fair � some previous contact

Agricultural service providers First principles understanding only

Support orgs for agricultural land and water use

NRM activities in Ag areas Good - existing relationships

Qualitative research with industry members and stakeholders

Rural towns Good - secondary data sources No further work required

Broad acre agricultural enterprises Good- secondary data sources Limited qualitative research Rural industries and communities

Intensive agricultural enterprises Fair � some secondary data Qualitative research with industry members

Native timber harvesting Variable, previous contact

Agro-forestry Variable, previous contact Forestry

Timber processing Variable, previous contact

Qualitative research with industry members

Otway communities Variable, previous contact

Peri-urban communities near Geelong and Ballarat Poor � limited previous contact Urban settlers in

rural areas

Coastal towns Poor � limited previous contact

Primary research � quantitative telephone survey with sample of up to 150 people

Geelong Environment Council Fair � within NRM �family�

Ballarat Environment Council Fair � within NRM �family�

Environmental �ethics� groups Poor � limited previous contact

Support orgs for environmental values

Indigenous groups Poor � limited previous contact

Qualitative research with selected stakeholders

Geelong Poor � limited previous contact Urban populations

Ballarat Poor � limited previous contact

Secondary data review � ABS stats for Australian urban populations

Tourism managers Variable, previous contact Tourism

Tourism developers Poor � limited previous contact Qualitative research with selected stakeholders



Based on this analysis, the following approach was decided. • Use of secondary data sources (ABS) to describe urban NRM drivers. • Use of secondary data sources (e.g. published reports) and prior knowledge to describe

rural communities, and broadacre agricultural communities. • Quantitative research of NRM drivers in the Otway, peri-urban and coastal

communities, using telephone surveys to contact about 150 people. • Qualitative research, based on individual semi-structured interviews with all

remaining components. 2.2 Conceptual framework

2.2.1 Human values, beliefs and behaviour in NRM

The conceptual framework that underpins both the telephone survey and interview guide brings together the key motivators of human decision-making and behaviour. These motivators are both those qualities that define who we are as people, our values, beliefs and attitudes, as well as those aspects that people perceive as factors that constrain their behaviour, often external factors regarded as being beyond the persons voluntary control such as a lack of time and money. Before describing the conceptual framework, it is important to define the terms values, beliefs and attitudes as they have been applied in this study of the Corangamite communities. Human values have long been regarded as significant in influencing the way people behave toward their environment and how they perceive information and proposed solutions to environmental challenges. Human values are regarded as being particularly motivating because they are tied to an individuals' self-conception as moral and competent people, they are the basis that influence how we would prefer to behave. Human values have some influence as to how people behave. There is the added implication that values also influence what it is that people value. For example, in this particular study, the survey asked people as to whether they valued the natural environment in its own right, or did they view the environment in terms of 'what it could do for me'. Values are often concretely expressed in terms of the visions and goals we set for ourselves and our families as well as the public domain of peoples' lives such as paid and voluntary work. Understanding what it is that people and indeed what broader society values (the 'mega' communities identified in this study could be considered the same way) is important since these form the basis upon which, we continually shape and reshape the policies and processes that become the ground rules for the allocation of funds and determination of activities. Further to this point is that people are unlikely to ever have complete knowledge and 'all the information' when it comes to determining their response to environmental problems and as such, are likely to be influenced by their own beliefs and values, what technical knowledge they have as well as by society's perspective on a problem. However, it is always an interesting position that people take when asked to influence issues that are in the interest of the wider population or, in this case, the intrinsic needs of the environment, that people often ascribe their personal values, beliefs and ideologies to decisions made in the interest of the general community.



While it is generally regarded that values underpin behaviour, beliefs, in turn, are influenced by value orientations and hence are very likely to have strong consequences for an individual's attitude and behaviour (Stern and Dietz 1994). Beliefs are the basis for the interpretations and views people hold, for example, 'urbanisation is not detrimental to the health of the environment'. Beliefs become the basis of a person's attitude. Attitudes are long regarded as the construct that predisposes a person to respond in a consistent way to a particular stimulus (e.g. a comment on the state of the environment). It is this aspect in particular that people seek to understand, that is, to understand an attitude suggests that a person can predict the likely behaviour, and therefore influencing attitudes will, accordingly influence behaviour. Cary (1993) considers that understanding the beliefs of individuals as they relate to the appropriateness and effectiveness of various natural resource management practices are important determinants of on-ground action. These behaviours are influenced by the technology the person is expected to adopt, the influence of the social community and the capacity of the individual to undertake and understand the issues and work. The predictability of the link between beliefs and attitudes however has generally proven to be very low, including when applied to agricultural environments. Other factors found to be important when considering factors influencing behavioural change include the constraints (time and money) and the influence of society (i.e. societal norms). While there is general agreement in an appreciation of the role of values in natural resource management, there is a contention as to the extent to which values are part of the decision-making and behavioural impact process (Nowack 1993). Values are regarded in this way in their role in expressing the objectives to which we strive and the process or means by which we strive towards these objectives. However, there are other factors that influence behaviour, as presented below.

• Equity � where investment is targeted in the areas of greatest need, individuals who must undergo greatest change who may in fact not support pro-environmental behaviour, as opposed to a process of 'preaching to the converted'.

• Efficiency � where there is a comprehensive understanding of what induces behavioural change therefore targeting specific needs, information, tools and technologies.

• Effectiveness � the extent or degree to which goals or objectives are achieved, e.g. is the landuse capable of meeting market forces, coping seasonal variables and institutional settings; the factors that influence the changing relations between the landuse and landuser.

• Knowledge � whether or not people can ask the right questions, or any question at all.

What Nowack argues is that while there may be considerable credence placed on understanding values and belief and attitude constructs in influencing behaviour, there are other equally important influences of behaviour such as knowledge, imperatives to pay bills and market forces. The conceptual framework used as the basis of this study takes into consideration most of the aspects of behaviour discussed above. The model brings together values and attitudes, levels of understanding and perceived personal constraints as they build toward



preparedness to act and finally action (Vogel 1996). The recursive model (see Figure 1) takes into account the influence of societal perspectives (general attitude) as well as the perspective of the individual (attitude as an operator). This approach increases the understanding of environmental attitude and behaviour and therefore improves education and awareness campaigns that aim to improve management of the natural resources. Figure 1: Recursive model of attitude-behaviour relationship.

Personal value system → Problem-based knowledge → General attitude → Attitude as an operator → Preparedness to act → Behaviour.

Source: Vogel 1996. 2.2.2 Ontological and epistemological assumptions

To understand fully what the identified stakeholders are thinking in terms of natural resource management and their awareness and perception (if any) of the CCMA, researchers need to view the picture from the point of view of the various participants. This means using the narrative and terms of the participants rather than imposing �objective� research parameters upon the research process. Consequently, a qualitative, interpretive paradigm was selected as appropriate for part of this social benchmarking project. A qualitative research approach is one that is concerned with human interaction and its meaning (Strauss and Corbin 1990). The basic characteristics of the qualitative paradigm are that researchers concentrate on process and meaning and that the research is descriptive and inductive. A qualitative research paradigm was deliberately selected for this project because of its humanistic and descriptive nature, and because it allows for the purposeful selection of participants (Creswell 1994). The qualitative researcher seeks to understand the world as a subjective experience, not at the level of �facts and figures�. The perceptions of people are considered to be factual, as theirs is a lived experience (Macfarlane et al. 2000). 2.2.3 Grounded research methods for data collection

Grounded theory is a qualitative research method that uses a systematic set of procedures to develop an inductively derived, grounded theory about a phenomenon (Strauss and Corbin 1990). Grounded theory (see Glaser and Strauss, 1967), in its purest form, requires data to be collected until no further new information is found. This process is termed saturation and signals an end to the data collection process. Constant comparison is the heart of the process. Interview data are compared to other interview data. Then themes or variations are identified from the initial data to form the focus for subsequent research. Identifying further participants from the data (for example, one participant suggests another potential participant) is called theoretical sampling and is an important part of the process, as it increases the diversity of the sample and adds breadth to the research field. It is problematic to use grounded theory in its purest form in a business setting, because time and access constraints limit the opportunities to continually go back to participants until saturation is achieved. This study therefore, uses a modified grounded theory for the



business setting, termed grounded research, in which the data collection was not undertaken to saturation point (Whiteley 2000). 2.3 Data Sources

Secondary data were obtained from existing documentary sources held by the Corangamite Catchment Management Authority, information available in the public domain (e.g. statistics from the Australian Bureau of Statistics) and information held by other stakeholders (e.g. Department of Natural Resources and Environment, Local Governments). Sources used are listed in the References (Section 5.2). Primary data were derived from direct inquiry of people from each of the �mega-communities�. The consultants also relied on its experience with broadacre agricultural communities and NRM support groups (e.g. landcare groups) to document expected patterns of NRM values, attitudes and behaviours. Sufficient contact was made with these communities to verify these assumptions. 2.3.1 Secondary data sources

Secondary data sources were used to provide information about the mega-communities. Some of the main documents used were: • ABS Statistics � 2001 and 1992 documentation of environmental values.

• Agriculture Victoria (2001). Community attitudes to environmental issues: Statewide and regional overview. Monitoring Report 44, Centre for Land Protection Research.

• Curtis, A. and Van Nouhuys, M. (1999). A summary of Landcare group support needs in South West Victoria, Charles Sturt University.

• National Land and Water Resources Audit (2002). Australians and Natural Resource Management 2002, Commonwealth of Australia.

• Institute for Land and Food Resources (2000). Socio-economic impact of changing land use in South West Victoria, University of Melbourne, 2000.

2.3.2 Primary data sources

Primary data were collected via personal semi-structured interviews with key stakeholders in the selected mega-communities, plus telephone questionnaires conducted with a stratified random sample of people located in the Otway communities, the peri-urban areas adjacent to Geelong and Ballarat, and the coastal towns. Personal interviews The methodology for the personal interviews involved a combination of research into the theoretical literature around stakeholder engagement and participatory planning, a review of the literature in respect of applied approaches to stakeholder engagement, and primary qualitative data collection from a number of stakeholder and industry participants.



Five separate members of the Consultant Team spent a collective 35 days in the Corangamite CMA Region, interviewing the 108 people shown in Annex A. CCMA staff provided a list of contacts to ensure that the widest possible range of views about the Program could be obtained. The interviews followed a semi-structured approach, and were conducted over a one to two hour period. Although the semi-structured interview format allows for free-ranging discussion, following leads which arise during the course of the interview, it is still necessary to have a broad list of questions to be covered. Our list of research questions are shown in Annex C. These were adapted for the appropriate context dependent upon the mega-community to which the participant belonged. Sufficient one-on-one interviews were completed to ensure that the �story� for each component was captured in sufficient detail. Those who completed an interview were sent a thank you letter and a summary of the information collected. Telephone survey A telephone survey was designed to capture data on values, beliefs, attitudes and behaviour from �Urban settlers in rural / coastal areas�. The Consultant Team judged that this group was not well described in documentary sources, and sufficiently diverse to be difficult to describe using one-on-one interviews. The questionnaire shown in Annex B focuses on the following items: The questionnaire was designed for a duration of about 15 minutes.

• Experience and activities in the region; • Feelings about the region�s environment; • Perceptions of environmental issues and their relative importance; • Values and attitudes held about the environment, and • Preparedness to undertake environmental actions.

Approximately 250 names were selected at random from the Victorian State Electoral Rolls, stratified across the three components. People selected were advised about the survey by letter (see Annex D) posted to them on URS letterhead prior to administering a telephone interview. Those who completed an interview have been sent a thank you letter and a summary of the findings and conclusions. Telephone interviews were conducted with respondents in the three components over the period July to August 2002. 2.4 Data analysis

2.4.1 Qualitative data

The process of data analysis in qualitative research is eclectic � there is no �right way�. Data analysis however, in an interpretative project is still systematic. In this project, data analysis was partly conducted as a simultaneous activity to data collection and data interpretation. This means, in effect, collecting the information, sorting the information



into �categories�, and formatting a preliminary picture or story during the data collection stage. Data analysis was also based on data reduction and interpretation. To do this, URS consultants read through all the transcripts / data carefully, jotting down ideas as they came to mind, and asking questions such as �What is this about?� and �What is its underlying meaning?� This enabled the data to be segmented and broad categories of information emerged to form the basis of the story being told. Data were reviewed repeatedly to confirm the categories that emerged. A summary of the main steps used in data analysis is presented below.

• Review of all data. • Questioning / querying of meaning. • Detailing of broad categories. • Re-review of data to confirm categories. • Reduction of categories to main themes. • Preliminary analysis. • Interpretation and development of text. • Final analysis.

Triangulation of data occurred by collection of data through multiple interviewers and by the review of data and findings between URS interviewers and other URS consultants, not involved in the data collection. 2.4.2 Quantitative data

The sample statistics are shown in Table 2. Table 2: Telephone survey responses

Category Otways Peri-urban Coastal towns Total Sample number 60 146 63 269 Contact failure/ declined 36 83 17 136 Successful interview 24 (40%) 63 (43%) 46 (73%) 133 (49%)

Of the above responses to the telephone interviews, 44 per cent were males and the average time that the respondent had lived in the district was 17.2 years with a range of 1 to 86 years. Fifty two per cent of respondents worked locally (within 25 km from home), 9 per cent didn�t work locally and the remainder (39%) were either retired, homemakers or unemployed. 2.5 Interpretation and reporting

The Consultant Team held two internal workshops to review the primary and secondary data, summarise them into key points for each mega-community and develop overall conclusions. The key points for each mega-community have been fleshed-out to provide a description of that community in respect of its NRM attributes � in summary, what these people thinking, feeling and doing. The Consultant Team have also used their previous knowledge about the generic qualities of some of these communities in interpreting the



findings. The quantitative and qualitative information collected from personal and telephone interviewees is also reported.



3 Findings 3.1 Mega-community - Major resource and secondary industries

• Major companies • Business Networks

3.1.1 Context

Geelong has a long history in manufacturing and the Regions economy is dominated by mining, processing and secondary industries. Geelong city supports a manufacturing sector that is both diverse and well established. A number of the companies are large national and multi-national corporations and include:

• Shell - hydrocarbon processing; • Ford - vehicle manufacturing; • Alcoa � power generation: Anglesea; aluminium refinery : Geelong; • Kaal Australia � producing body, end and tab stock for the aluminium can,

Geelong; • Textile industries such as Brintons Carpets (Geelong); and • Pilkington Australia Pty Ltd Glass Manufacturers.

3.1.2 Values, beliefs, attitudes and behaviour in managing natural

resources

The major industries are highly dependent on the natural resources as a mainstay for profitable production, water quality and quantity in particular. However, while there is a direct link between the health of the natural resources and production, the manufacturing sector is also aware of the influence and power of community perception in the determination of licensing agreements and resource allocation. Ford Australia and Alcoa World Alumina each have community consultative committees who oversee their environmental management and implementation plans as part of ISO accreditation requirements. Similarly, most of the companies allocate a proportion of their budget for community based projects for profile and so reflect their corporate citizenship. The areas attracting investment vary however. For example Ford Australia invests considerably in improving the capability and sustainability of its land both at the Geelong site and the Lara Proving Ground. Ford is also very supportive of the Geelong Business and the Environment Network (BATE). Alcoa allocates a significant proportion of its budget to landcare, namely being a major sponsor of the Woady Yaloak catchment and the Alcoa Frog Watch education program. Shell, on the other hand invests less into NRM than it does into community profile initiatives such as concerts and theatre, Live Wire and charity organisations through United Way. In saying this though, Shell do encourage employees to attend tree planting activities on National Tree Day and sponsor seven staff (selected from staff throughout the world) to participate in the Earthwatch program. Shell, is by far the biggest user of water, drawing more than 5,500 tons of water per week. Notably, water quality must be of a high standard as it is utilised for steam generation. Ford too has a significant draw on the water as do the textile industries. Most companies



have demonstrated a commitment to decrease their draw on water from the catchment with Ford reporting a decrease of 67 per cent over the last 5 years. The company has set a target to reduce consumption by a further 3 per cent within the next 2 years. Concomitant with this significant draw on fresh water is the volume of waste water discharged into Corio Bay, and notably the lack of waste water reuse or recycling technologies used to ensure this valuable resource is used to its fullest potential. Most companies have environmental training programs for their staff and this is likely to become standard across the region as each become ISO compliant (or an equivalent accreditation). This is not insignificant, for in 2001 about 9,500 people were employed in the manufacturing sector located within the Geelong region. In terms of managing the natural resources, it would appear to be the attitude of most of the companies to demonstrate environmental responsibility and investment in natural resource management, particularly with the water resource. Underpinning this attitude though is a value of economic growth and development, so while there is an acknowledgment and commitment (albeit variable between companies) to improved natural resource management, the overarching belief is that natural resource management must be aligned with goals of profitability and growth. The attitude to water management within the bounds of economic development is in part demonstrated by the fact that compliance to standards set by the EPA and Barwon Water is an important influence in company water management, resource management strategies and investment and accordingly influences partnership agreements between the companies and the authorities. The Chamber of Commerce in Geelong regards the manufacturing sector established within the Geelong region as a vital asset to the cities aspirations for population growth and economic development. In view of the fact that the proportion of people employed in the manufacturing sector has steadily decreased over the last ten years (from 17,000 to 9,500), the Chamber of Commerce is encouraging the establishment of a manufacturing sector that has industry employing people in 'smart' technology, such as software, telecommunications and computer hardware. As such, the Chamber is supporting initiatives that encourage a 'smarter' Geelong such as curriculum developed with Geelong's future and natural assets in mind. Working with the manufacturing sector is the Geelong Business and the Environment Network (BATE). The Geelong Manufacturing Council was encouraged by the City of Greater Geelong to form an industry group with the view of encouraging further education and awareness of a range of issues as they related to manufacturing. Emerging from this industry group was a very strong environmental interest. The environmental officers from many of the manufacturers attend BATE meetings and usually between 40 and 50 people attend these meetings. BATE meetings are held every 2 months, although there is a suggestion that meetings in the future may be held quarterly. Topics covered so far include environmental management systems (EMS), emissions and industrial waste. It is anticipated that this forum will create networks among the environmental officers and offer effective information exchange on new technologies, environmental standards and accreditation procedures.



3.1.3 Interview data

Five people were interviewed from the resource and secondary industries mega-community and were asked questions 2, 5 and 6 from the telephone survey. The three most commonly cited environmental issues by these people were:

• water • waste (trade, industry) • land management (salinity, soil erosion)

Answers to the closed questions provided by these interviewees are shown in Table 3. These data suggest that those interviewed are confident about the region�s future and its ability to manage environmental values. Table 3: Values and attitudes – resource and secondary industries

Question Mean response

Maximum and

minimum n

Feeling about the future (1 very worried to 10 very confident) 7.8 9 � 7 5 State of environment (1sharply deteriorating to 10 considerable improvement) 7.0 8 � 6 5 Regional performance � environment (1 very poor to 5 very good) 3.6 4 � 3 5 Regional performance � industry diversity (1 very poor to 5 very good) 4.0 4 � 4 5 Regional performance � economic viability (1 very poor to 5 very good) 4.4 5 � 4 5 Regional performance � community wellbeing (1 very poor to 5 very good) 4.2 5 � 4 5 Environmental values (1 valued for services to 7 valued in its own right) 5.0 6 � 3 5

n = number of respondents to the question

3.1.4 Engagement with CCMA

The manufacturers have a strong relationship with Barwon Water and to some extent the EPA. The CCMA are either not known at all or has a limited relationship with the manufacturing sector. The environmental ethos of most companies is one of responsible resource management and most environmental officers are keen to improve environmental performance where possible. Water quality and quantity, waste water management and recycling as well as improving emissions are issues common to most companies. The CCMA potentially has a very important role to play here especially in building the capacity of people in their resource management interpretations and decision-making. Supporting the BATE in setting the program for the year and providing some assistance, ensuring ongoing representation on education committees to ensure environment issues are part of the curriculum are key areas of engagement. Working with the manufacturing sector is a key area of engagement for the CCMA. The simple fact that this sector consumes an enormous quantity of natural resources and discharges both air and liquid waste into the environment and employs nearly 10,000 of Geelong's population highlights the potentially significant return of an investment in engagement by the CCMA. Furthermore, an attitude of environmental responsibility tends to prevail throughout the sector. An initial means of engagement is also established, namely the BATE, the Education networks and the already established relationship between the CCMA and Barwon Water.



3.2 Mega-community - Tertiary industries and service providers

• Health services • Education, training and employment services • Community development services

3.2.1 Context

The �health services� component of this mega-community primarily relate to those organisations and agencies (private and public) that provide health and human services to the community for acute care (hospitals and emergency services), and ancillary care such as alcohol and drug treatment, social work, aged and disabilities care (transportation and meals-on-wheels etc), carer support groups, out-of-home respite care and provision of numerous other services. �Education, training and employment services� component of this mega-community comprise those organisations that provide training programs, training opportunities and employment-matching services whether partly or fully government funded, or fee based. The component of �community development services� includes Commonwealth, State and Local Government Departments and funded agencies, whose focus is to increase community capacity and ownership across a broad range of aspects (local recreational facilities, economic and business development etc) that can extend from facilitating funding applications through to the provision of the funding itself. 3.2.2 Values, beliefs, attitudes and behaviour in managing natural

resources

Natural resource management issues and concerns indirectly affect this mega-community. The effects whilst they can be distinctly split between the health, education, training and employment services (hereafter referred to as �human services�) and community development services, merge and reflect each other in many ways. In this mega-community natural resource issues generally arise as a result of indirect consequences driven by socio-economic circumstances. These impacts include, but are not limited to poverty, limited employment opportunities, lack of skills and therefore low employability. Impacts also result from increasing economic and social activities that give rise to high housing prices (particularly in the coastal areas) for example from �city folk� purchasing holiday homes; high density developments (like units and flats) that reduce the availability of cheap, long-term rental properties; and the influx of holiday makers which push up the price of basic goods (food and clothing). Local communities face a change in community characteristics as a result of these absentee home-owners including a reduced pool of people for local volunteer organisations, vacant houses for long periods which detract from a �community feel� and increased demand on services for transient visitors during peak holiday times. The cost differentiation in housing between coastal and rural towns is also creating a social division between coastal and hinterland areas.



Other impacts include aging populations and population decline in small rural towns with limited potential for economic development, as it is difficult to attract industry to small rural towns. That is, there are little or no secondary benefits flowing inland from coastal tourism. Inadequate or non-existent infrastructure such as poor road conditions, a lack of destination / tourist signage, little or no public transport, and limited sewerage, form some of the barriers facing small rural towns. In contrast, in larger rural towns (for example Colac) a lack of readily available housing either for purchase or rental, is retarding economic growth. In this instance, whilst there is sufficient residential land available for development (enough for 30 years) there are no house and land packages available due to housing values in comparison to surrounding townships. It is considered by many that there is no real long term work or career prospects in tourism and timber industries as they employ predominantly casual or seasonal labour and therefore offer limited career structures or paths. The implication here is that the Region�s newer industry attracts increasingly transient or short-term workers. Discharges from surrounding land users into creeks and rivers that feed into Lake Colac has been highlighted by numerous people as a potential public health issue in the future if these discharges and the lake itself, are not better managed. Further, Lake Colac is seen as having a huge potential as a local recreational facility and tourist attraction. Free parks, gardens and recreational facilities enable enjoyment and leisure activities for locals who are in the lower socio-economic income bracket. Similarly, NRM issues on farms and local businesses can impact on mental health (stress). An example of this includes pressure from regulatory authorities to comply with certain conditions, but due lack of financial capacity, there is difficulty in meeting conditions with subsequent economic and social difficulties. Further, land degradation, lack of or restricted access to water, weed infestations etc can be detrimental to productivity returns and asset values. Clean and tidy streets, lack of graffiti, picturesque landscapes and gardens � all are seen as having a positive impact on mental health and well-being. Utilisation of the natural environment for social and economic benefit should also include provision of access to natural attractions for disabled persons (including but not limited to the aged, frail, blind, mobility impaired etc). �Community development� as a term is not usually in the language of local government organisations or agencies. Building the capacities of local communities to take ownership of natural resource issues and increase knowledge around the indirect impacts of community activities on NRM is valid and important. At present there is inadequate consideration (other than as legislatively required) of NRM issues in the preparation and review of business development initiatives and education programs. 3.2.3 Interview data

Sixteen people were interviewed from the tertiary industries and service providers mega-community and were asked questions 2, 5 and 6 from the telephone survey. The three most commonly cited environmental issues by these people were:

• Water (quality, quantity) • Land management (salinity, degradation)



• Social services (lack of facilities, population decline) Answers to the closed questions provided by these interviewees are shown in Table 4. These data suggest a general level of confidence in the region�s future, with some interviewees though very concerned about the state of the environment, and the quality of environmental management. This concern could provide a point of engagement for the CCMA. Table 4: Values and attitudes – tertiary industries and service providers


Maximum and

minimum n


n = number of respondents to the questions


The CCMA are ideally positioned to create partnerships and initiate communication processes between local governments, agencies and other statutory authorities (such as Barwon Water). In doing so, funding opportunities and synergies will be identified and be able to be acted upon. These include the provision of advice and knowledge on the intrinsic linkages between good environmental practice and fixed asset value. There is also the potential to provide funding for or jointly fund, projects that may have an environmental benefit but which have the primary purpose of serving an economic or social outcome. For example the Department of Innovation, Industry and Regional Development provides funding for projects with an economic focus, but that will have either an indirect or dual environmental benefit. A natural corollary to this would be closer partnerships and information sharing between government agencies, including potential synergies for �dollar for dollar� funding and or expert advice / input into project objectives and strategies. The CCMA also has a role in supporting environmental sustainability through the provision of guidance and advice on natural resource issues. NRM considerations could be built into project requirements and training courses (e.g. business planning; business development) utilised by development agencies. This could promote the philosophy of giving equal consideration to economic, social and environmental issues as opposed to trying to achieve a balance. A balance may not always be achievable and may not always be necessary. The CCMA are obliged to abide by the Disability Discrimination Act 1992 and as such CCMA can be a community leader for the consideration and inclusion of access and mobility issues for disabled persons within its sponsored and funded projects. �Disability� is often construed as wheelchair bound but includes other impairments to vision, mental functions and physical capacity.



3.3 Mega community - Managers of land use change

• Shires • State government agencies involved in land and water use and management • Private sector developers

3.3.1 Context

In a period of rapid demographic change, with some areas reporting very high population growth, those responsible for managing land use change are in a powerful position to influence NRM outcomes. These people include shire planners, managers in state agencies responsible for allocating land and water, and for infrastructure development and private sector developers who deliver changed land and water options to industries and private individuals. The decisions made about land use, subdivision locations and size, and the nature and level of service delivery, will lead to enduring patterns of human behaviour in managing natural resources. The importance of these decisions is well-recognised in the general community, with planners being subject to pressures from different groups with different objectives. The CCMA needs to advance its program through this strategic avenue. 3.3.2 Values, beliefs, attitudes and behaviour in managing natural

resources

The activities of most representatives of this community are strongly focused on enabling business and economic development. The principal decisions are made through the planning process, which operates at all spatial scales down to individual subdivisions. The information provided to the Consultant Team is that the environment is not well factored into planning and generally is considered after the needs of economic development. For several interviewees, this is a point of concern as they take personal action through their activities to give environmental values a higher focus. The principal exception occurs where the environment is of high economic value in its own right � as in the attractions for tourism, and the need for catchment management to deliver clean water to industry and people. The Department of Natural Resources and Environment is driving environmental extension into rural and urban communities and is responsible for providing advice on planning schemes submitted by shires and private developers. The Water Authorities have an increasingly important role in influencing land use and management for water quantity and quality outcomes, and their power to influence supply and use is recognised by all those consulted. As a consequence, they have a higher profile in NRM than does the CCMA. Local government authorities have a pivotal role in allocating land use. All shires and the two cities are pursing economic growth strategies with pressure being placed on employees to help generate the opportunities. Shires are involved in contentious issues � such as waste management, regulating tree plantations and the intensive agricultural industries. Pressure is also coming from private sector developers, who are unsurprisingly keen to have planning regulations operate more in their interests. Some respondents commented that in the pursuit of economic growth, the environmental implications of



some subdivision policies have not been fully thought through. The operating environment is very dynamic. The local authorities vary in their �world view� and the complexion of elected officials is changing as the demographics change � notably in Surf Coast Shire. 3.3.3 Interview data

Six people were interviewed from the managers of land use change mega-community and were asked questions 2, 5 and 6 from the telephone survey. The three most commonly cited environmental issues by these people were:

• Land management (erosion, salinity, capability) • Water (quality, quantity) • Planning (infrastructure capacity, use of public areas)

Answers to the closed questions provided by these interviewees are shown in Table 5. Given that representatives of this group had been consulted in an earlier round of interviews, only six further interviews were conducted with representatives of this community. Their views confirm a general view of confidence in the region�s future, an improving environmental trend and a high level of industrial diversity and economic performance. Table 5: Values and attitudes – managers of land use change


Maximum and

minimum n




All of those interviewed are aware of the CCMA, but the understanding about its roles and responsibilities varies. The impression gained is that many people cannot define CCMA�s relationship with their own roles and responsibilities. In particular, there is confusion amongst members of this community about the respective roles and responsibilities of the Department of Natural Resources and Environment, the Water Authorities and the CCMA. The suggestion also made by several people was that the relationship between local authorities and the CCMA is not as sophisticated as it could or should be. Further, given the focus on economic development in this mega-community, and the influence they have on land use and management, closer engagement by the CCMA is critical.



3.4 Mega-community - Support organisations for agriculture

• Food processors. • Agricultural knowledge brokers. • Agricultural service providers. • NRM networks supporting agricultural landuse.

3.4.1 Context

Agricultural industries dominate the landuse in the Corangamite CMA Region. While the resource and extraction industries are significant in terms of their contribution to the regional economy and employment base, agriculture, both intensive and extensive, dominate the landscape. Support structures for agriculture, both inside and outside the farm gate are important influences on NRM outcomes. 3.4.2 Values, beliefs, attitudes and behaviours in managing natural

resources

The attitude of those in agriculture is by and large optimistic about the long-term viability of the industry. There is, however, a gradual shift in thinking where agriculture was largely regarded as a way of life with properties passed through the generations, to a more contemporary view where farming is regarded as business, with business and financial planning becoming increasingly utilised. Many of those involved in agriculture are under pressure to continue to expand and modernise their operations and so remain viable and competitive. While it is likely that most land managers value farming as a way of life, particularly the freedom and independence that it brings, economic realities are having an impact. Most farmers will be of the view that in order to remain competitive it is likely that some form of accreditation will be required, there will be a requirement to demonstrate environmental responsibility and that the business must have the capacity to become increasingly efficient and have sufficient capacity to meet both the demands of the market as well as meet financial responsibilities. It is principally within this context that the agricultural knowledge brokers, and food processors influence growers. The NRM networks are more involved in helping agriculture cope with off-site impacts � in areas like riparian management, and biodiversity conservation in remnant vegetation. Food processors There are a number of food processors in the Corangamite CMA Region, for example:

• Bonlac � Milk processing; • Steggles � Poultry processing, and • McCains � Potato processing.

Each of the processors have excellent links with the majority of producers within their sector. McCains, for example has contracts with every potato grower (about 80) in the Ballarat region. The agronomists from McCains while keen to encourage responsible resource management, particularly water, are fundamentally driven by principles of business growth and development. Currently the company is investing in a research and development project known as 'Water for Growth' in partnership with CSIRO with the



view of improving irrigation technologies and techniques in order to reduce water consumption and continue to increase yield. Steggles has a particularly large draw on water. With a production line that processes 70,000 birds per day Steggles currently uses 18 litres of water per bird (although this is down from 25 litres 5 years ago). Steggles sees that it must continue to develop technologies and techniques to further reduce water use. Each of the processors work very closely with their producers to ensure products are grown and developed to factory standards. As part of their service to the growers, each of the processors aim to improve the cost-efficiencies in production, the overall quality of the production and to increase yield. Most of the processors believe that while the volume of product will continue to increase, the number of producers will decrease, and it will be market forces and visible pressure on the resources that will drive change. Hence, quality assurance and environmental management systems will become important tools in natural resource management. The brokers noted that the wealthier, more established business' are likely to have greater capacity to implement resource management changes. Agricultural knowledge brokers and service providers The knowledge brokers each articulated the changes that have occurred in agriculture over the last 10 to 15 years. Of note was the increase in intensification of landuse. The area of land under sheep and wool production has continued to decrease as cropping programs increase. The intensification trend is also seen in other shires with an increase in pig and poultry production. The brokers noted that many farmers are looking to diversify their income. One broker commented on the number of partners now in off-farm employment. Many farms now look to employ people in a range of on-farm industries, such as piggeries or horticultural and floricultural interests. The brokers by and large prefer to work with the top 20 per cent of producers since they are largely regarded as contributing to 80 per cent of the wealth. They tend to share the view that over time the bottom 20 per cent of producers will have left the industry in one or another. Most of the brokers also tend to work in market segments and are less likely to take on a whole systems approach when providing advice (e.g. weed control; fertiliser programs; cropping program or pasture management). The brokers tend to be of the view that with an increasing capacity of the business will be a greater capacity to deal with environmental issues such as effluent disposal in the dairy industry and waste water from poultry production. Apart from water, natural resource management issues tend to take on a 'on-farm' focus. Soil acidification, weed control and soil health were largely regarded as those natural resource management aspects requiring attention and investment. Another form of support to agricultural production are the grower or systems based groups, particularly the Farming Systems Research Group and the Sustainable Grazing Systems Group. These groups work to develop research and development projects in specific areas such as raised seedbeds and grazing management systems. These groups believe that change in resource management activity will come through education and awareness campaigns, in urban as well as rural areas. Members of these groups are generally positive about the future of farming and are looking to improve efficiencies. Again, business development, diversification and costs of production are the main reasons as to why people join these groups. The farming systems groups in addition to having



grower based research and development programs are generally well funded by the RDCs especially GRDC and MLA. NRM networks supporting agricultural land use Agriculturally-based landcare is active in the Corangamite CMA Region, with 40 per cent of properties in the Region represented in a Landcare group. Activity in these groups seems to be maintained at an acceptable level, although anecdotal opinion suggests that this is still a legacy of NHT funding. Further the potential for �burn out� in Landcare groups is a concern. However, loss of members is tolerable and seems to be being replaced by people new to the area who are an important source of new members. In summary, the networks of landcare groups in the agricultural areas are an important contributor to environmental outcomes. 3.4.3 Interview data

Fifteen people were interviewed from the support organisations for agriculture mega-community and were asked questions 2, 5 and 6 from the telephone survey. The three most commonly cited environmental issues by these people were:

• Inappropriate fertiliser / chemical application (leaching, fertility, runoff, misuse) • Water (quality, quantity) • Effluent (dairy, treatment of, management)

Answers to the closed questions provided by these interviewees are shown in Table 6. The responses show a high level of confidence in the region�s future and in the state of its environment and economy. Table 6: Values and attitudes – support organisations for agriculture


Maximum and

minimum n

Feeling about the future (1 very worried to 10 very confident) 8.2 10 � 5 14 State of environment (1 sharply deteriorating to 10 considerable improvement) 6.9 8 � 5 7 Regional performance � environment (1 very poor to 5 very good) 3.7 4 � 3 8 Regional performance � industry diversity (1 very poor to 5 very good) 4.1 5 � 4 9 Regional performance � economic viability (1 very poor to 5 very good) 3.9 5 � 3 9 Regional performance � community wellbeing (1 very poor to 5 very good) 3.5 4 � 3 9 Environmental values (1 valued for services to 7 valued in its own right) 5.0 6 � 4 7

n = number of respondents to the question 3.4.4 Engagement with CCMA

The CCMA is already closely involved with the NRM networks and is developing relationships with processors in the dairying, horticulture and meat industries, and agricultural knowledge brokers in broad-acre agriculture. While the NRM networks are important, it is likely that the more market-focused drivers of social development and behavioural change can potentially make a large contribution



to positive NRM outcomes in respect of agricultural land use. Local government strategies can emphasise environmental outcomes and enshrine community aspirations in planning rules and through direct investments in environmental outcomes. Imperatives such as the need for improved dairy effluent management can direct people�s thinking toward larger NRM needs. The CCMA has a tremendous opportunity to strengthen its developing relationships with the knowledge brokers, service providers and processors in agriculture for two important reasons. The first is that the CCMA has a good understanding of agriculture, its NRM challenges and the types of pressures influencing its demographics. The second is that brokers, service providers and processors alike are looking to improve efficiencies in production particularly in utilisation of water and treatment of waste water and effluent, as well as by reducing runoff, eutrophication and increasing revegetation along streamlines to improve biodiversity and so be regarded by the local and global community as being environmentally responsible. The agricultural industry is in a period of change. While there remains a segment of the agricultural community who are not keen to change (or are not in a position to change) their traditional ways of farming, there is greater percentage who are guided by instrumental values of profitability and business development. A period of change and review offers to any organisation or individual the greatest opportunity to introduce new ideas and ways of conducting business i.e. paradigm shifts. The CCMA has a significant opportunity in stimulating new ways of thinking. The global market too is becoming increasingly demanding in terms of sustainable agricultural systems, and in doing so is generally supportive of quality assurance and environmental management systems. The food processors are acutely aware of this global trend and are developing their own QA systems which require environmentally responsible behaviour from producers. The CCMA has the opportunity to work with the processors, who in turn have considerable networks with a number of growers and to develop partnerships and projects that aim to improve resource efficiency and increase diversity (including biodiversity).



3.5 Mega-community – Rural industries and communities

• Rural towns. • Broad acre farmers. • Intensive agriculture.

3.5.1 Context

The traditional community for engagement in NRM has been the residents of the rural areas themselves � people living in small country towns that are dependent mainly on the agricultural industries, and the operators of broad-acre and intensive agricultural enterprises. This mega-community is generally well-known to the CCMA, and its values, attitudes and behaviour are similar to rural communities throughout Australia. 3.5.2 Values, beliefs, attitudes and behaviour in managing natural

resources

Rural towns Rural towns are experiencing varied population growth and expansion. For example Bacchus Marsh is growing due to the housing demand and costs in metropolitan Melbourne. The Ballan area offers lifestyle choice and access to metropolitan based employment. In the western area there are rural economic activity and employment opportunities in Ballarat. Declining population generally, declines in youth population and large increases in the 50-69 years age group characterise smaller rural towns in the Corangamite CMA Region. Increased cost of housing and living standards in coastal towns have pushed local residents into hinterland towns where housing and living costs are lower. The natural resources issues facing rural towns are generally related to the lack of infrastructure such as sewerage and its subsequent barriers to rural town development. Issues that need to be addressed by rural towns include the following.

• public environments (quality and diversity of public spaces and townships including building on local character and community ownership).

• community capacity (the need to support community initiatives through information, skills development, facilities and increased resources).

• community facilities (provision of community facilities that are responsive to community needs and innovative programming of these facilities).

• service provision (facilitation of equitable access to services in response to identified community needs and provision of sustainable service provision at the local level).

• leadership and change (planning of high quality services and infrastructure which supports community well-being, supporting sustainable community quality of life and providing leadership in responding to local needs and enhancing local capacity).

The CCMA is uniquely placed to act as a natural resource management �resource inventory and atlas� across the breadth of issues that face rural towns. This can be done



by providing expert knowledge, advice and as necessary consultation to rural town agencies and community groups in areas such as:

• economic development plans to ensure / reduce degradation of the natural environment;

• management and planning for population change and the growth of towns across the region (particularly on coastal areas);

• management and planning for traffic growth particularly in the eastern areas which are subject to significant pressure in peak times;

• improving overall access to and within the region to include public transport, walking, cycling and the use of private cars and buses, and

• protection of the environment including the region�s resources, parks and reserves, marine and terrestrial biodiversity, cultural heritage and visual landscapes.

Broadacre croppers and grazers There are two different sections to this group, those who are:

• farming, using land for cropping and grazing, and employing slightly upgraded technologies, and

• changing land qualities (eg raised beds) and who have moved from a low value grazing system to an integrated high input high output integrated cropping system. These farmers are often members of the SFS group.

While the basic farming is similar in both groups their approach is very different. The resource value of both groups is to increase production from their land holding. In the case of the more intensive farmers, they are also looking to increase diversification by incorporating more intensive industries (extensive and/or intensive pigs, poultry, hydroponic vegetables) in their farm enterprise mix. There is general awareness of natural resource management issues but a feeling that many of the issues such as nutrient and chemical movement through the soil profile or the effect of raised beds on water movement is poorly researched and therefore has limited real data available to make good management decisions. Natural resource management activities are generally limited to small biodiversity or riparian stabilisation projects. However there is a rapidly increasing awareness of larger scale issues such as nutrient movements, water usage and soil erosion issues. With increasing land values comes better appreciation of the basic resource � the land. As the less profitable farmers are selling or older farmers retire, those farmers with better landscape management skills are increasing their holdings. These managers are more likely to have the capacity to undertake natural resource management activities, especially those that are linked to production parameters. The belief that a more productive landscape is a healthier one gives the CCMA an opportunity to �sell� natural resource management in the form of better long term production or in a EMS framework. The National Land and Water Resources Audit (2001) has documented beliefs about the environment that are held by farmers across Australia. Those findings are relevant for the Corangamite CMA Region�s farming community.



The Audit states that farmer concern for the environment increased rapidly through the 1980s, resulting in a smaller gap between urban and rural attitudes (see Section 3.9.2). Recent work cited by the Audit (p. 62) has found that concern for the environment continues to increase amongst Victorian farmers, which contrasts with overall trends in some other states. There is increasing concern about chemical residues in agricultural produce amongst those farmers who are minor uses of chemicals � regular users are less concerned. More importantly in the Corangamite CMA Regional context is an increasing overall awareness of off-site impacts of farm practices, and an increasingly favourable view of the need to consider wider community interests in farm decision-making. There are increasingly favourable views about conservation per se, although support has fallen for conservation organisations and their activities. There is increasing acceptance that the agricultural landscape will need to be transformed to achieve sustainability, with just over 46 per cent agreeing that revegetation of some areas will need to occur. Finally, there is strong support for the view that farmers who manage for public good outcomes should be compensated for doing so. While the Audit concludes that �These findings demonstrate the existence of a positive but pragmatic attitude towards environmental issues on the part of Australian farmers.� (p. 62), it also says that relying on farmers to sacrifice self-interest to manage for public good outcomes in the absence of enabling mechanisms is not likely to result in significant change. It is reasonable to accept that this general finding applies to farmers in the Corangamite CMA Region. Intensive agriculture Included in intensive agriculture are pig producers, egg producers, the broiler industry, potato growers and the horticultural industry. The majority of the intensive agriculture industries within the Corangamite CMA Region are located in the Golden Plains shire and the northern parts of the Colac Otway and Corangamite shires. The pig industry has experienced the greatest increase in production in recent times with a 30 per cent increase between 1991 and 1997. Horticulture is a small land user in the Corangamite CMA Region, but projections are for rapid growth given the quality of the natural resources in the area and the access to markets. Potato growing is locally significant near Ballarat, where growers supply a chip manufacturing plant owned by McCain�s. While there are specialist intensive enterprises in the peri-urban areas (i.e. eggs, pigs), in the more rural areas the typical farm will include a combination of farming enterprises. However, in recent years there has been a shift towards larger operations, using climate controlled sheds and a shift in location to the west, in order to be closer to grain suppliers with the aim of reducing overheads. The controlled environment sheds have proven to increase productivity, however they use a lot more water and noise levels are increased. Natural resource management issues within intensive agriculture tend to centre around water quality and quantity. Potato growers are motivated to keep water use to a minimum so as to keep costs down and to avoid water restrictions in the future. Many growers are investing in drip irrigation techniques and experiments to determine the most efficient water use practices. Funding and assistance in the past, around the Ballarat area, has been obtained through the �Water for Growth� committee and the Demonstration Farm at



Clarks Hill which is run by DNRE. There also exists programs involving stakeholders promoting practices that lead to more favourable water quality outcomes. Nutrient leaching is the major problem and apart from disadvantaging the environment, costs growers dearly in terms of lost fertilisers and nutrients. Dairying The dairy industry in the Corangamite CMA Region has undergone significant growth over the past decade and has the potential for further growth in the future. Significant investment has been made in processing and input supply infrastructure to accommodate for the large increases in milking cows. Ninety eight per cent of the dairy industry within the Corangamite CMA Region resides in the Shires of Colac-Otway (29 per cent) and Corangamite (69 per cent). From 1991 to 1997 there was a 23 per cent increase in the number of milking cows from 187,862 to 231,594 with six out of the thirteen regions showing a greater than 30 per cent increase. In 1997, the south west dairy industry produced 20 per cent of Victoria�s total production. There are approximately 1,400 producers in the Corangamite CMA Region. The industry in western Victoria is poised for further growth, with most commentators predicting that dairying will be �priced out� of the northern irrigation areas in Victoria, with a shift in the locus of activities to rain fed pastures. Regional milk production has been increasing by 10 per cent per annum through increased herd size and production per cow, with slightly declining farm numbers. There is significant potential for growth in production, through improved productivity per hectare and with conversion of current wool and beef grazing land to dairying. It is predicted that average herd size will increase to 200 milking cows by 2005. The industry will continue to experience market pressures that will encourage larger herd sizes and structural adjustment as less efficient operators leave the industry. It is predicted that while production could double over the next 10 years, the number of businesses could be halved. Because economies of scale require producers to ramp up from 250 to 400 cows, there will be an increasing number of large dairies with highly sophisticated production and milking systems. The industry faces enormous environmental challenges which are the focus of much R&D and extension. For example, West Vic dairy is pursuing programs to reduce nutrient loss from farms, to improve soil structure, to fence riparian and riparian habitats and to meet EPA standards for dairy management. 3.5.3 Interview data

Six people were interviewed from the rural industries and communities mega-community and were asked questions 2, 5 and 6 from the telephone survey. The three most commonly cited environmental issues by these people were:

• Water (increased usage, quality) • Nutrient management (build-up, runoff) • Land management (too many timber plantations, erosion)

Answers to the closed questions provided by these interviewees are shown in Table 7.



Table 7: Values and attitudes – rural industries and communities


Maximum and

minimum n



Direct engagement with individuals in this mega- community by the CCMA has been limited, with good reason. The numbers involved are simply too great for effective direct engagement. The approach generally taken has been to access them through indirect links. While broad-acre and dairying interests have been accessed through NRM networks (e.g. Heytesbury and Leigh Landcare Networks), there has been rather less contact with intensive agriculture. Given the rate of growth of intensive agriculture , the size of some of these enterprises (e.g poultry), and their potential impacts on water use and waste management, closer engagement is warranted, again being undertaken through indirect links via industry bodies, food processors and knowledge brokers. There exists considerable potential for the CCMA to become involved in water use efficiency trials, and in brokering programs that promote better water quality management practices to benefit the growers and the region as a whole. An example of a successful interaction has occurred through the state-wide �Water for Growth� Program, where with CCMA involvement, funding from the Program has been directed into local R&D for improved land and water management on areas used for potato growing in the Ballarat area. This land use is occurring within the catchment area for the Central Highlands Water Authority.



3.6 Mega-community – Forestry

• Native timber harvesting. • Agro-forestry. • Timber processing.

3.6.1 Context

In the last twenty years, forestry in public lands and State Forests has shifted from sawlogs to pulpwood. The softwood plantation forestry is made up of sawlog plantations (around 6,000 hectares), however about two thirds of this is being swung over to blue gum wood chip production. Logging of native forest on private land is controlled by Local Governments, working to a Code of Forest Practice, but compliance is viewed as being patchy and enforcement under-resourced. Hardwood processing plants for sawn timber are located at Colac and Geelong (2 mills). The Geelong plants also produce woodchips. Softwood processing plants for sawn timber are located at Cobden, Colac (two mills), Barongarook, Forest, Lorne, Geelong, Buninyong and Ballarat (3 mills). The Government has identified 614,000 hectares as suitable for agro-forestry in the Corangamite CMA Region (45 per cent of the total forestry region). Integration of farming and forestry, - with commercial and environmental benefits � for sawlogs, veneer logs, high quality furniture timbers and fibre is currently expanding with a strong promotion for the Otway Agro Forestry network and Corangamite Farm Forestry network. 3.6.2 Values, beliefs, attitudes and behaviour in managing natural

resources

Those operating in the forestry sector value the resources they have and are aiming to secure the long-term viability of their industry. Logging is under increased pressure and some people believe that it may not be long until logging of old growth forests experiences a blanket ban. Some of those interviewed believe that if logging of old growth forests is banned, those opposed to logging of native forests will then aim to ban the harvesting of plantations. This possibility is viewed with concern. Management of plantations play a very important role in the efficiency of production, in some instances where a plantation is poorly managed, a large amount of wood is sold off as firewood. One of the major issues within the management of plantations is water quality and quantity within the catchments. Some believe that plantations in catchments will not occur in the future. Others do not share this sentiment, however it would be true to say that all are aware of the issue of water quality and quantity and make a conscious effort to ensure the long-term viability of the industry. Water quality and quantity monitoring occurs individually or with assistance from DNRE in some instances. The management of plantations into the future is guided by the �Code of Forest Practice�. The tourism and forestry forum are working well together, however plantation and old growth logging issues continue to arise with solutions not easily found. The aesthetic value of old growth forests is extremely high and as a result they are one of the key drawcards for tourists to the area. The issue with plantations is that once they are cut down, hectares of stumps are not pleasing to the eye and also interviewees believe most people cannot tell the difference (at a glance) between a logged plantation and a logged



old growth forest. An option is to leave buffer zones to ensure that undesirable visual impacts are kept to a minimum. Within the forestry industry, sawlogs and firewood are more likely to be enhanced by private investors, and pulpwood is more likely to be developed by joint ventures and encouraged by tax incentives. Industry members report that it is becoming increasingly difficult to find lease land for pulp wood production and this is driving further land purchase. Overall industry members believe agro-forestry will increase into the future and with it the potential for growth of plantations of sawlogs on the currently �open� plains. 3.6.3 Interview data

Five people were interviewed from the forestry mega-community and were asked questions 2, 5 and 6 from the telephone survey. The three most commonly cited environmental issues by these people were:

• Management of plantations (in catchments, water quality, harvesting techniques) • Roads (silt runoff, need access to land) • Conflict between tourism and logging

Answers to the closed questions provided by these interviewees are shown in Table 8. Table 8: Values and attitudes – forestry


Maximum and

minimum n




Relationship between the CCMA and those in the forestry industry varies greatly, however increased levels of involvement by the CCMA would be welcomed. Avenues of opportunity to enhance such involvement could include building technical skills in agro-forestry. Some of the forestry representatives expressed that they have a need for goals and policies that better support the timber industry and its contribution to a better environment. In rolling out such objectives they believe it is necessary to work closely with other foresters and government organisations. The CCMA could play a role in assisting forestry companies becoming better networked (internally and externally).



3.7 Mega-community - Urban settlers in rural / coastal areas

• Otway communities. • Peri-urban communities associated with Geelong and Ballarat. • Coastal towns.

3.7.1 Context

People in this community live in the peri-urban areas close to the major urban centres of Geelong and Ballarat, and in the coastal towns. This is the newest and fastest growing mega-community in the Corangamite CMA Region. As presented in Table 1, secondary data about this mega-community is not available, and the Consultant Team were not confident in assuming that the views held by urban residents in Geelong and Ballarat would apply. Because of the difficulty in identifying sufficient respondents for personal interviews, it was decided to undertake a quantitative telephone survey of a random sample of residents. 3.7.2 Values, beliefs, attitudes and behaviour in managing natural

resources – interview data

One hundred and thirty three urban settlers across the Otways, peri-urban Geelong / Ballarat and Coastal areas were interviewed by phone. The three most commonly cited environmental issues by these people were (see Table 10):

• Biodiversity • Degradation of the Natural Environment • Water

Table 9 shows the mean responses for the closed interview questions (Q 2, 3e and 6b, see Annex B) across the three urban regions, as well as the average for the total population surveyed. Table 9: Values and attitudes – urban settlers in rural / coastal areas

Question Coastal Otways Peri-urban Total

Feeling about the future (1 very worried to 10 very confident) 6.2 6.9 6.6 6.5

State of environment (1sharply deteriorating to 10 considerable improvement) 5.5 6.3 6.3 6.0

Regional performance � environment (1 very poor to 5 very good) 3.1 2.5 3.2 3.0

Regional performance � industry diversity (1 very poor to 5 very good) 2.9 2.6 2.4 2.6

Regional performance � economic viability (1 very poor to 5 very good) 3.6 3.0 3.2 3.3

Regional performance � community wellbeing (1 very poor to 5 very good) 4.1 3.7 3.9 3.9

Environmental values (1 valued for services to 7 valued in its own right) 5.2 5.5 5.2 5.3

NB numbers of responses per region are shown in Table 2

There was little variance in the level of confidence in the future, between the three regions, with the Otways scoring the highest at 6.9 and the Coastal region the lowest at 6.2. People�s perception of the state of the environment was overall improving, scoring on average 6 on a scale of one to ten. Respondents� perception of regional performance



was overall the best in the coastal region. Community well being scored exceptionally well, as did economic viability. Environmental issues From question 3a of the telephone survey, six major significant environmental issues were identified:

1. Forestry o logging, clear felling, reforestation.

2. Water o quality, quantity, nutrient levels. o catchment management.

3. Biodiversity o weeds and pests, flora issue. o animals.

4. Population, Development, Tourism and Planning 5. Infrastructure

o sewerage, roads, transport, traffic safety, too many cars. o waste management, recycling, rubbish / dumping. o no natural gas, no wind farms. o recreational facilities.

6. Degradation of the Natural Environment o use of chemicals, pollution. o erosion, salinity, land clearing, impact on beaches.

The number of issues raised in each category, in each region along with the proportional representation is shown in Table 10. This shows that overall biodiversity, degradation of the natural environment and water are the three main environmental issues of concern. Table 10: Significant environmental issues

Issues Coastal (%) Otways (%) Peri-urban (%) Total (%) Forestry 16 (12) 14 (19) 11 (6) 41 (10)

Water 10 (7) 9 (13) 24 (13) 43 (11)

Biodiversity 13 (9) 16 (22) 32 (17) 61 (15)

Population, Development, Tourism and Planning 18 (13) 5 (7) 8 (4) 31 (8)

Infrastructure 14 (10) 5 (7) 19 (10) 38 (10)

Degradation of the Natural Environment 24 (17) 2 (3) 27 (14) 53 (13)

No answer 31 (22) 15 (21) 56 (30) 102 (26)

Miscellaneous 13 (9) 6 (8) 11 (6) 30 (8)

Total 139 (35) 72 (18) 188 (47) 399 (100)

In the coastal region the majority of respondents (17%) felt that �Degradation of the Natural Environment� was their key area of concern. Comments such as �pollution / rubbish on beaches, beaches eroding and coastal management� frequently recurred



throughout the survey. Respondents in the Otways clearly held different views from those living in the coastal regions, with only 3 per cent stating �Degradation of the Natural Environment� as a major issue. In the Otways, �Biodiversity� (22%) and �Forestry� (19%) were the environmental issues of significance. Comments such as �feral animals, weeds, logging, clear felling and deforestation� were frequently voiced throughout the survey. People living in the Geelong and Ballarat peri-urban region defined �Biodiversity� (17%) as being the major environmental issue, followed by �Degradation of the Natural Environment� (14%) and �Water� (13%). In this region there was a higher proportion of people (30%) who replied with �no answer� when asked if they had three significant environmental issues. Possible solutions to the above issues (as stated by respondents) are presented in Table 11. Table 11: Suggested solutions to environmental issues

Issues Presented solutions Forestry No native logging, ban logging in the Otways, plant more trees, log only plantations, vary

types of trees planted.

Water Water restrictions, education, recycling, bigger catchment, install rainwater tanks, stop spraying, change farming techniques, control effluent run-off.

Biodiversity Control pests and weeds, education, eradication programs implemented, plant more trees.

Population, Development and Planning

Increase facilities, manage population, ensure planning guidelines don�t overdevelop areas, install wind farm.

Infrastructure Road maintenance and upgrade, better drainage, sewerage instillation / upgrade, alternative waste disposal systems / facilities implemented.

Degradation of the Natural Environment

Fencing, stop clear felling, monitor guidelines to ensure compliance (regulation), treat sewerage further, education, clean up waterways, monitor sites.

Contained in Table 12 are some of the actions that people interviewed are taking in order to address key environmental issues (Q 3c). Table 12: Responses / action to environmental issues

Issues Action Proportion of people taking

action (%) Forestry Protest, promote and support sustainable activities. 37

Water Mulch garden, install rainwater tank, plant correct type of trees, conserve water. 42

Biodiversity Planting trees, general environmental care and awareness, weed eradication, animal eradication. 51

Population, Development and Planning Appeal, protest, support community groups. 26

Infrastructure Lobby council, write letters to relevant people, go to public meetings, don�t litter, recycle. 37

Degradation of the Natural Environment

Support action groups, be proactive, sensible use of fertilisers, non-polluting transport, support bans, riparian management. 38

Overall, just under half of the people that identified a key environmental issue are doing, in their eyes, something about it. Those people who perceived water and biodiversity to



be a significant environmental issue were the most proactive, with 51 per cent of respondents taking action to generate a positive benefit to biodiversity. It would appear that urban dwellers feel there is little action they can take to combat any population, development and planning issues, with only 26 per cent of respondents taking action. Respondents were also asked to rate the management of their particular environmental issue on a scale of one to five, with one being �very poor� and five, �very good�. There was no trend evident to support that any one issue was being managed better or worse than another issue, with all issues receiving a large range of ratings. Overall, management of issues rated quite poorly, ranging from an average of 2.2 in the Coastal and Otways regions to 2.4 in the peri-urban region. Investment of government funds Respondents were asked for a key area where they thought that government funds should be invested in to make a difference to the local environment (Q 3f). There were six main categories that responses could be allocated into:

1. Coastal management o erosion, dune management. o pollution.

2. Population management o planning.

3. Vegetation / Forestry management o stop logging. o tree planting. o enhance biodiversity.

4. Infrastructure and Resources o roads, drainage. o quality or lack off of sewerage.

5. Environmental Health o controlling pests. o clean up rubbish.

In the coastal region responses were heavily weighted towards �coastal management� as an issue, with 35 per cent of people stating it as a key area, however few people expanded on their thoughts. Population management, infrastructure and vegetation management were equally as important with around 20 per cent of respondents expressing their concern as a key area where government funds should be invested. In the Otways, over 70 per cent of respondents answered �Infrastructure and Resources� as the one key area that government funds should be invested in. Roads, sewerage and public transport dominated the content of this category, with quality of roads being the main problem area. The majority of respondents residing in the Geelong and Ballarat peri-urban region believe that either �Infrastructure and Resources� or �Vegetation Management� are in need of an injection of government funds. Again, within the



�infrastructure and resources� category, roads were deemed to be the main area of concern and also facilities. Assistance in environmental care Interviewees were asked to state what they would find most helpful in supporting their efforts in looking after the local environment (Q 3g). The five categories of assistance are:

1. Funding and Resources o free mulch, weed control.

2. Expertise, Knowledge and Advice o assistance in forums and community responses for specific issues. o education, training and literature. o water conservation.

3. Support for Community Groups o recognition. o local environmental and recreational groups.

4. Planning and Development Issues o transport / buses, infrastructure. o re-use of grey water, waste management and collection. o local planning decisions, consultation.

5. Stop Forestry Practices o logging, clear felling. o monoculture / plantations.

The types of assistance are listed in Table 13 along with the number of interviewees in total, and in each region, that indicated they would find such assistance helpful in supporting their own efforts in looking after their local environment. Table 13: Assistance in environmental care

Assistance Coastal (%) Otways (%) Peri-urban (%) Total (%)

Funding and Resources 8 (17) 5 (21) 17 (27) 30 (23)

Expertise, Knowledge and Advice 6 (13) 2 (8) 10 (16) 18 (14)

Support for Community Groups 8 (17) 2 (8) 4 (6) 14 (11)

Planning and Development Issues 8 (17) 5 (21) 10 (16) 23 (17)

Stop Forestry Practices 1 (2) 0 (0) 1 (2) 2 (2)

No answer 7 (15) 4 (17) 10 (16) 21 (16)

Miscellaneous 8 (17) 6 (25) 11 (17) 25 (19)

It would appear that across the three regions, people believe they singularly cannot help prevent deforestation, suggesting that they believe the debate is in the hands of the government. �Funding and Resources� is an area where a large majority of the respondents feel that they could make a difference in looking after their own environment if assistance



was arranged. Examples of this included: �noxious weed control, free mulch, tree planting and riparian management.� �Planning and Development Issues� as a means of assistance also stood out amongst a majority of respondents over the three regions. Examples that people used included: �Precise open planning schemes, public transport improvement, waste management, recycling and legislative freedom.� Aspects of the local environment Respondents were asked what the one feature of their local environment was that they like the most and also what they liked the least (Q 4b,c). Some examples of responses are listed in Table 14. Across the three regions; coastal, Otway and peri-urban, responses varied greatly. Not surprisingly, it is evident that a person�s favoured environmental feature was usually specific to their particular region. For example, those people in the coastal region specifically enjoy the beaches as opposed to those living in the Otways whose favourite environmental feature is the rainforest. People living in the peri-urban Geelong and Ballarat still enjoyed aspects of the natural environment, however their responses were quite distinct from the other two regions. This group enjoys the close proximity to major centres and the opportunity to participate in a rural lifestyle without actually having to farm the land. Table 14: Good and bad aspects of the local environment

Liked the most Coastal Coast: pristine beaches, access to beaches, quality, coastline.

Wildlife: birds. Environment: fresh air, beautiful scenery, unspoilt and natural, diversity of vegetation.

Otways Forest: an un-logged forest, natural beauty, rainforest. Environment: tranquil, open spaces, clean air, community feeling.

Peri-urban Urban settlers: close to city and transport, people, mix of farming/rural, rural lifestyle. Wildlife: birds and wildlife. Environment: peace, serenity, Barwon river, cleaner living, natural environment, no pollution, scenery.

Liked the least Coastal Development/infrastructure: roads deteriorated, factories, lack of support from Geelong, traffic,

tourists, over development. Environment: loss of former environment, weeds, dead trees, damaged coastal areas.

Otways Development/infrastructure: litter, people who visit the region do not look after it, logging is awful, roads � access and quality. Environment: too many kangaroos.

Peri-urban Development/infrastructure: urban sprawl, people leaving rubbish, logging trucks, too many people, traffic, distance to services. Environment: lack of preservation of native vegetation, water quality, weeds, degradation of natural environment, culling of wildlife.

Aspects of the local environment that people enjoyed the least centred around development / infrastructure and the environment. People living in the peri-urban regions enjoy the close proximity to the city, however are unhappy with the urban sprawl. Again, the quality and / or lack of roads and sewerage surfaced as two issues that need addressing and are not living up to the expectations of the community.



Respondents were asked what actions they thought they might undertake over the next two years in order to make a difference to their local environment (Q 5). Actions that individuals were taking or were considering taking over the next two years included; recycling, looking after the environment (not polluting, maintaining waterways / sand dunes), protesting / lobbying and being energy efficient within their own home and working environment. These actions support those listed in Table 12, however are in less detail. The majority of interviewees (+75%) indicated that, in 20 years time, they would like their home area (district of town) to look the same or similar as it does now. The majority of people also responded that they would like the same or more trees and shrubs, i.e. the visual aspects of a healthy, green environment need to be retained. Those respondents who spoke in the context of development indicated that they didn�t want to see more high rises or urban sprawl, in other words, they are opposed to development. 3.7.3 Engagement with CCMA

The findings reported in the previous section suggests that this mega-community is rather more concerned about the state of the region�s environment and how it is being managed than other sectors that have expressed a greater confidence in the current situation. However, their general understanding of how NRM is handled and the role of the CCMA is particular is low. This presents an opportunity for the CCMA to engage with members of this sector in pursuing improved natural resource management outcomes. Direct engagement with individuals will be difficult and of little value, although given the rate of growth in this mega-community, it will need to be represented on the CCMA�s decision-making bodies. Given that this community is exercising its lobbying power, the CCMA should be working to ensure that residents in this increasingly numerous community have access to sound information about NRM issues.



3.8 Mega-community – Support organisations for environmental values

• Geelong Environment Council • Ballarat Environment Council • Environmental �ethics� groups • Indigenous groups

3.8.1 Context

The City of Greater Geelong has identified over 90 organisations within its jurisdiction that have environment as either their main focus or as part of their agenda. In Ballarat, the LINCS program is active and there are a number of urban environmental groups. Diversity in avenues for individuals and groups to engage in NRM activities is important. For example, a recent initiative in Surf Coast shire to provide small amounts of funding to assist individuals with biodiversity conservation prompted a large response � over 100 interested persons many of whom had no involvement in landcare structures. 3.8.2 Values, beliefs, attitudes and behaviour in managing natural

resources

The value position of these groups is very firm and largely shared by their members. Members from each of these groups fundamentally believe that the environment has an intrinsic worth and should be regarded in its own right and not from a perspective of how it maybe best adapted to suit a growing human population. It is from this basis that these groups undertake decision-making and plan their activities. Each of the groups is very concerned at the rate of loss of native bushland particularly to property development. Coupled with this, the indigenous groups are also concerned at the ongoing loss of cultural heritage and sites of significance, for most of these are along river beds and tributaries. Visions of future landscapes appear to be largely shared by these groups; that development is not at any further cost to the environment, that there is a commitment by people to grow plant species native to their area and that overall, there is an improved understanding of the environment and what each person can do to preserve their environment, i.e. education and training. While often seen to be extreme and defiant in their views, for example the ongoing pressure to cease logging in the native forests in the Otway Ranges, these groups perform an important function in that they in many ways, polarise the views of the general and business community and force Councils and committees to review plans for proposed business and economic development throughout the Corangamite CMA Region generally, and especially around Geelong and its periphery. These groups are unwavering in their view on the rights of the environment, believing that at some point the cost of ignoring the health of the environment will be too great for the community to bear.



Significantly, it is the general opinion of these environment councils and committees that they are gaining respect from an increasing proportion of the community. The number of petitions and requests for information on the status of the local environment is increasing, and members of the environment groups tend to feel less marginalised. Notably, local government authorities, government peak bodies and the manufacturing sector now regard members of the environment and indigenous groups as being key members of the consultative committees, not only for their environmental knowledge and values, but because the appointments may imply a genuine regard for the environment to the broader community. Education and training for the general community as well as ongoing lobbying for sites of environmental significance are the basis of decision-making for most of these groups. The Geelong Environmental Implementation Committee differs slightly here in that they are an advisory body who prioritise the expenditure of the budget of the environmental section for the City of Greater Geelong. 3.8.3 Interview data

Eight people were interviewed from the support organisations for environmental values mega-community and were asked questions 2, 5 and 6 from the telephone survey. The three most commonly cited environmental issues by these people were:

• Biodiversity (loss of biodiversity, retention of natural areas) • Water quality • Logging (in native forests)

Answers to the closed questions provided by these interviewees are shown in Table 15. In common with the urban dwellers in rural areas, these respondents are noticeably less positive about the state of the environment than some of the industry based mega-communities. Table 15: Values and attitudes – support organisations for environmental values


Maximum and

minimum n



The CCMA has already established links, and in some cases, respected links with these Environment Councils and indigenous groups. While there is scope for ongoing training



of CCMA staff and landcare coordinators in environmental ethics and cultural heritage, the foundations in many ways have been laid. The environment councils and committees generally regard that the CCMA role as somewhat unclear at this time, and further alignment with groups who ultimately value the environment would be a strength for the CCMA. Internally, the environment and ethics groups have a well connected and established network that the CCMA could utilise in communicating their own information, especially state of the environment reports and policy statements. The CCMA has the opportunity to link closely with the environment groups to develop NRM projects particularly in the interest of public good and diffuse-point pollution, such as biodiversity and stormwater and waste water management.



3.9 Mega-community – Urban populations

• Geelong. • Ballarat.

3.9.1 Context

Approximately 250,000 people, or about 75 per cent of the region�s population live in the major urban centres of Geelong and Ballarat. The values, attitudes, beliefs and behaviours of these people in managing natural resources at their disposal is likely to be similar to that found in urban areas across the nation. 3.9.2 Values, beliefs, attitudes and behaviour in managing natural

resources

In 1992, the following summary findings were presented by the ABS in Environmental Issues, People’s Views and Practices (ABS 1992).

• Seventy five per cent of people were concerned about environmental problems. • The problem of greatest concern was air pollution (40%), followed by

trees/ecosystems, ocean pollution, freshwater pollution, the ozone layer, and garbage disposal. All of these were rated as issues by more than 20 per cent. Species extinction (19%) and land degradation (15%) attracted lower levels of concern.

• It is noticeable that three of the top five concerns related to pollution. • Ten per cent of people took action to register a concern about an environmental

problem (Note: if this information applies to Geelong-Ballarat, that equates to 25,000 people).

• Seventy per cent of people gave environmental protection and economic growth equal importance.

• Twenty eight per cent of people indicated that they had donated either time or money towards protection of the environment.

• Six per cent of people belonged to an environment group. • Compared with 25 per cent of non-group members donating time and money, 81

per cent of environment group members donated time or money to protect the environment.

It is worth noting that the pattern of principal concerns shown in the above list is quite different to the concerns of those interviewed in the peri-urban and coastal communities (presented in Section 3.7.2). The Australia’s Environment: Issues and Trends paper (ABS 2001) reports on the whole of Australia, however as with the 1992 Report, the trends can be extended to the urban populations in Ballarat and Geelong. This report indicates that in 1999 around 9 per cent of adult Australians ranked environmental problems as the most important social issue, slightly lower than unemployment as problem (13%) However, 69 per cent of people reported having environmental concerns. The proportion of people expressing



environmental concern for the environment has declined slowly since 1992, when the level of concern was approximately 75 per cent. The level of overall environmental concern in the Australian community seems to vary quite considerably over time, with some inverse relationship suggested between the strength of the economy and level of environmental concern. In the same vein, income and education proved to be important in explaining the level of concern for the environment (ABS 2001), with only 60 per cent of those people earning less than $300 a week expressing concern for the environment, compared to 80 per cent of those earning in excess of $1,500. Peoples� behaviours in relation to the environment have changed over time, with recycling and the use of motor vehicles and public transport good examples of proactive change benefiting the environment. Household recycling has increased in Australia from 85 per cent in 1992 to 97 per cent in 2000 (ABS 2001). While recycling rates have improved more waste still goes to landfill than in recycled, with the average Australian household producing 15.7 kg of waste for collection each week, this includes approximately 20 per cent recyclables. Comparing urban and rural views There are differences between urban and rural people�s environmental concerns. More urban people (72 per cent) than rural people (68 per cent) are concerned about environmental problems, with the average level of concern significantly higher amongst urban folk. Pollution prevention, destruction of trees / ecosystems and waste recycling were the dominant environmental concerns for urban residents, and they had less concern for land degradation issues. Conversely, rural residents were more concerned about land-based issues such as erosion, salinity and degraded catchments and rivers. In summary, it would appear that urban people�s aspirations for the environment are focused on clean air and water, resource conservation (recycling) and retention of trees and ecosystems. 3.9.3 Engagement with CCMA

There probably exists little opportunity for the CCMA to engage directly with the urban population at a one-on-one level. However, the CCMA has a significant opportunity to influence the urban population indirectly through the staff at some of the major resource and secondary industries, such as Ford, Alcoa or Shell, through involvement with the Water Authorities, and through engagement with key employers in the tertiary and service sector. Some �cross-fertilisation� with urban people who are influential in the above organisations also being involved in CCMA decision making bodies will be advantageous for identifying opportunities for synergies. Apart from these avenues, the CCMA should ensure that urban dwellers can access quality information about the state and trends in the regional environment. The CCMA�s responsibility will be to broker information products and opportunities for them to be accessed by urban people.



3.10 Mega community – Tourism

• Tourism managers � pubic and private sector • Tourism developers

3.10.1 Context

Tourism is undergoing considerable change from being a reasonably important industry to one that dominates sections of the Corangamite CMA Region especially across the southern and eastern ends. There is a shift from principally small operators to larger scale corporations with the capacity to put more facilities into the Region (such as the tree top walk). The dramatic increase in numbers of people visiting this area may impact heavily on the environment unless there is an integrated approach by all involved, including shires, tourist operators, parks, and the tourists themselves. The Great Ocean Road attracts the greatest number of tourists with in 1999, more than 2.5 million domestic overnight visitors (16% of the total market to regional Victoria) and 6.2 million day trippers (14% more than the previous year) visiting the Great Ocean Road. 3.10.2 Values, beliefs, attitudes and behaviours in managing natural

resources

Of all international tourists to Australia, between 22 and 32 per cent visit this region and are used to and expect decent facilities. Some tourist operators experience a lack of the basic service such as unreliable electricity, no mobile phone service, poor or interrupted television and radio reception and one of the worst communication linkages in Victoria for telephone, facsimile and internet. Many of the roads were designed for small agricultural vehicle use, however now large coaches, huge milk tankers and many cars vie for space on narrow and sometimes dangerous sections of roads. Local residents and tourism operators believe that the lack of, or inadequacy of services is limiting growth. Without adequate planning of infrastructure and coordination of tourism this could lead to damage of the natural features and conflict in the uses of the region. There is already conflict between the way logging is undertaken and differing views on planning issues especially relating to tourism accommodation developments. In some areas, such as Apollo Bay, water supply and sewerage are major concerns when the town�s population swells during the tourism season. Local residents are opposing the changes and the rapid increase in costs (for example rates rose 42 per cent in Apollo Bay in the last 2 years) has forced many locals to relocate. A conflict between the tourism and forestry sectors has arisen due to logging of native forests and plantations. The tourism industry are generally opposed to the logging of native forests because they value it in its environmental right and see it as a tourism resource. Also the majority of tourists that see an area that has been clear felled cannot make the distinction between it originally being a plantation or a native forest. The general beliefs are that the tourism industry should address the following issues:

• it needs to be smarter about how the natural resources that support the industry are used, especially in the longer term;



• proper coordination and planning for tourism needs to be undertaken to limit the impact on the environment and to maximize the benefits;

• increased visitor and local tourism operator awareness needs to be developed about their impacts on the local environment, and

• more coordinated investment is required into he achievement of longer term environmental benefits.

3.10.3 Interview data

Eight people were interviewed from the tourism mega-community and were asked questions 2, 5 and 6 from the telephone survey. The three most commonly cited environmental issues by these people were:

• Water (quality, quantity) • Logging (preserve native forests, no clear felling, need for buffer zones) • Infrastructure and roads (need more investment, quality deteriorating)

Answers to the closed questions provided by these interviewees are shown in Table 16. Table 16: Values and attitudes – tourism


Maximum and

minimum n



Opportunities exist for good cross community consultation or input into local and regional planning with bodies such as the Tourism and Forestry Forum and the Nature-based Tourism Forum. The tourism industry is well networked through the local visitor information centres, the regional tourism boards (such as the Geelong/Colac Tourism Board and the Otway/Colac Tourism Board) and the State Tourism board. These boards provide good opportunities for raising issues and combined advertising at all levels. The CCMA is a member of many of the above forums and boards and could sponsor an award for environmental management (or similar) to increase their status and gain leverage from the tourism industry. The CCMA also has a significant opportunity to engage in tourism development, perhaps by investing in the training of operators and helping to sell the natural features / values of the environment.



4 Conclusions In this section, the findings documented for the mega-communities in the previous section have been subjected to secondary analysis to develop five general conclusions. 4.1 The Region’s economy has a high reliance on natural

resources

The Corangamite CMA Region is rich in natural resources. All sectors of the economy have a high dependency on these resources. Resource processing and manufacturing industries are reliant on locally sourced energy (coal at Anglesea) and water (Barwon Water, Central Highlands Water). The tourism industry is exploiting the scenic splendours of the Surf Coast, Great Ocean Road and Otway Ranges. The attractive rural landscape inland is attracting relocation from the cities, and agriculture is reliant on the favourable environments for dairying, horticulture, silviculture and broadacre cropping and grazing. 4.2 High value placed on the environmental assets

The residents and stakeholders interviewed in this research phase all placed a high value on the environmental assets in the region. These assets are valued both intrinsically and for their contribution to social and economic welfare. The high value attached to the region�s natural resources provides an important over-arching �hook� for the CCMA to use in building commitment to behaviours that generate improved environmental outcomes. At the same time, the high value placed on the environmental assets is creating some tension between groups and sectors holding different environmental values, that lead to different expectations about environmental behaviour. Managing these tensions and necessary trade-offs can occur through the implementation of the Regional Catchment Strategy which has been generated with a high level of community input. For example, as highlighted in the Strategy, the importance of water as a resource is a primary linking factor between industries and communities across the Region. 4.3 Period of high socio-economic change

The social and economic face of the Corangamite CMA Region is changing rapidly. The population is becoming more urbanised, with an increasing proportion of the community holding typically urban values and attitudes. Particular trends include rapid growth in coastal and peri-urban communities, reduced population in isolated towns and hamlets and structural adjustment in broadacre agriculture reducing farm populations. The pressures on resource use will come from the areas of population growth, and the managers of land use change will have a key responsibility in setting the framework for NRM as a consequence of planning decisions. It will be important for CCMA to engage with the people managing these changes. This rapidly occurring change in the Corangamite communities leads to two further conclusions.



4.4 Complexity of social opinion

Rapid demographic change and altered land use is increasing the complexity of social opinion in the Corangamite CMA Region as old social norms are challenged and new ones establish. As expected, there is evidence of tensions between different social �views of the world� with resentment by some about changes to established patterns of thinking and behaviour. The attitudes to native timber harvesting provide a clear example of these tensions, which are also evident in relationships within local governance. Similarly, most of the industry-based mega-communities expressed a high level of confidence in the region�s future, and also indicated that the environmental performance was sound. Conversely, the growing peri-urban and coastal sector is rather less confident and is more concerned about the state of the environment and how it is being managed. The degree of variance in opinion makes it difficult for change agencies to locate themselves to their best advantage. Some hard choices about who to engage with and who not to may need to be made. 4.5 CCMA has opportunity to raise its profile

A further consequence of the rapid socio-economic change and reforms in governance is a degree of uncertainty about the roles and responsibilities of local and state government agencies in land and water use and management. While this is generating some frustration in the Corangamite communities, the fluidity can also be seen as an opportunity for the CCMA to highlight its roles and responsibilities in a way that captures the attention of the other decision makers, particularly those it wishes to influence.



5 Acknowledgements and References 5.1 Acknowledgements

The Consultant Team acknowledges with gratitude the assistance provided by the following organisations and individuals. • Don Forsyth, Chief Executive Officer, Corangamite Catchment Management

Authority (CCMA) and his staff for logistical and contractual support. • Tony Overman, Manager Biodiversity Program, Peter Codd, Manager NAP Planning,

and Jo Roberts, Project Officer, Regional Planning for support in information acquisition and for their helpful comments throughout.

• Interviewees for their hospitality and willingness to share their knowledge and opinions with the Consultant Team, often at relatively short notice.

5.2 References

Australian Bureau of Statistics (1992). Environmental issues, people’s views and practices. ABS Catalogue No 4602.0. Commonwealth of Australia.

Australian Bureau of Statistics (2001). Australia’s Environment: Issues and Trends. ABS Catalogue No. 4613.0. Commonwealth of Australia.

Agriculture Victoria (2001). Community attitudes to environmental issues: Statewide and regional overview. Monitoring Report 44, Centre for Land Protection Research.

Cary, J.W. (1993). The nature of symbolic beliefs and environmental behaviour in a rural setting. Environment and Behaviour. 25(5), 555-576

Corangamite Catchment Management Authority website � http://www.ccma.vic.gov.au Creswell, J. (1994). Research Design, Qualitative & Quantitative Approaches, London,

Sage Publications. Curtis, A. and Van Nouhuys, M. (1999). A summary of Landcare group support needs in

South West Victoria, Charles Sturt University. Macfarlane, M. and McIntosh, M. (2000). �Stakeholder Consultation: Socialising Capital

or Capitalising on the Social?�, Warwick Business School, http://users.wbs.warwick.ac.uk/ccu/research/bp_paper.pdf, accessed 15 March, 2001, p. 9.

National Land and Water Resources Audit (2002). Australians and Natural Resource Management 2002, Commonwealth of Australia.

Nowack, P (1992). Of what value are values in resource management? Journal of Soil and Water Conservation. 46 Sept -Oct 256-259.

Stern, P.C. and Dietz, T. (1994). The value basis of environmental concern. Journal of Social Issues 50(3): 65-84.

Strauss, A. & Corbin, J. (1990). Basics of Qualitative Research, Grounded Theory Procedures and Techniques, London, Sage Publications.

Vogel, S. (1996). Farmers� environmental attitudes and behaviour. A case study for Austria. Environment and Behavior 28(5): 591-613.



Whiteley, A. (2000). �Grounded Research: A Modified Grounded Theory for the Business Setting�, Working Paper Series 00.02, Perth, Curtin University of Technology Graduate School of Business.

The Corangamite communities � values, beliefs, attitudes and behaviour in managing natural resources Annexes


i

Annex A

Organisations and people consulted

Mega-

community Component People interviewed*

Major resource and secondary industries

Major companies Business networks

Stuart Otsen, Geoff Cooldy, Jim Watts � Shell Australia Tony Caono � Ford Australia Jen McGovern � Alcoa Renzo Negrelli � TXU Melbourne Laurie Miller � Chamber of Commerce Bill Grant � Business Environment Network Geelong

Education

Alan McLeod, Bungaree Primary School Rachel Fry, TAFE, Ballarat Wayne Stephen, Rural Counsellor, Colac Bernadette O�Connor, ACE, Colac

Health

Cyndi Jenkinson, Youth Worker, Cobden District Health Service Jan Ross, Colac Community Health Service Greg Fletcher, Health Manager, Colac-Otway Shire Graham Cole, Maintenance Manager, Ballan District Healthcare

Tertiary industries and service providers

Community development

Mike Barrow, Manager, South West, Dept of Innovation, Industry and Regional Development Cressi Golding, Community Development Officer, Colac-Otway Shire Paul Jamieson, Community Development Officer, City of Greater Geelong Sue Luke, St Lawrence Employment Centre Janine Shelley, Rural Access Officer, Greater Geelong Peter Ziebell, Regional Coordinator, Regional Connectivity Project, Ballarat Lynette Pinhall, Business Development Consultant, Dept of Innovation, Industry and Regional Development, Ballarat Shane Ward, Community Development Officer, Moorabool Shire



ii

Mega-


Shires

Mark Harwood, Senior Statutory Planner, Surf Coast Di Mahoney, Community Development Officer, Sustainability Unit, Surf Coast Andrew Bishop, Manager, Environment, Golden Plains Wendy Briggs, Coordinator, Environment, Colac-Otway Neil Haydon, Manager, Planning, Environment and Building Services, Corangamite Bruce Couch, Mayor, Moyne Bernie Cotter, Manager, Environment and Natural Resources, Greater Geelong Allan May, Manager, Environment, Moorabool Hedley Thomson, Manager, Environment and Natural Resources, Ballarat Rob Davies � Colac-Otway City of Greater Geelong Golden Plains

Government agencies

Bob Carraill, Chairman CCMA Don Forsyth, Chief Executive Officer, CCMA Peter Codd, Program Manager, National Action Plan Tony Overman, Program Manager, Biodiversity, CCMA Sally-Anne Mason, Program Manager, Land, CCMA David May, Program Manager, Water Resources, CCMA Tim Corlett, Senior Catchment Officer, CCMA Amanda May, Project Officer, Social Capacity, DNRE Lyneve Whiting, Manager, Social Capacity, DNRE Bruce Wightman � DNRE Geelong David Boyle � DNRE Geelong John Modra � DNRE Colac John Barnes, Chairperson, Central Highlands Water Authority Judith Coull, Director, CHWA Paul Northey, Senior Planner, Water Resources and Environment, Barwon Region Water Authority Doug Gardner, Farm Coodinator, South West Water Authority

Managers of Land use change

Private sector developers

Ken Drysdale � Elders Real Estate, Geelong + West Jeff Beavis � Wesfarmers Real Estate, Colac Michael Stewart � Real Estate & Developer, Colac



iii

Mega-


Food Processors

Boris Troselj � Bartter Foods Milton Rodda � McCains Ron Page � Bonlac

Agricultural knowledge brokers

Tim Nelson, Executive Officer, West Vic Dairy Colin Hacking, Executive Officer, Southern Farming Systems Peter O�Lochlin � Advise Inverleigh Roger Trigg � Dairy Advisor Scott Churnside � Chair SFS Network Tussock Rohan Peel � SFS Concept Farm Winchelsea

Agricultural service providers

Ashley Perkins � Wesfarmers Adviser Inverleigh David Bentley � Wesfarmers Colac Manager David / Dirk Morrison � Morrison Brothers Duranillin Peter Govst � Govst Rural Services Don Lingerwood � Lingerwood Seed Birrigurren Norm King � Incitech Gippsland and Western Region

Support organisations for agriculture

Agricultural NRM networks

Lachlan Polkinghorne � National Landcare Coordinator Josie Black � Corangamite Darryl Brewin � Consultant Torquay

Rural industries and communities

Rural towns Broad acre farmers Intensive agriculture

Brian Cook � Councillor Neville Keating � Werneth Peter Mathews � Werneth Steven Scrolers � Werneth Jenny & Kevin Blake � Werneth Meg Parkinson � Egg producers Bruce Wilson � Pig producer Ken Labbett � Potato grower Con Powell � Potato grower David Myers � Potato grower, industry leader Neil Pearce � Horticulture / cropping Andrew Morrison � Horticulture

Forestry Native timber harvesting Agro-forestry Timber processing

Neil Harris � AKD Softwood Terry McCleice � Hancock Plantations David Fisken � Central Victoria Farm Plantations David Colless � Colac Timbers Steve Roffey � Midway Timbers

Urban settlers in rural coastal areas

Otways Peri-urban Coastal towns

No personal interviews. Data obtained via telephone survey

Support organisations for environmental values

Environment Councils Environment Groups Indigenous Groups

Marianne Shraeker � Ballart Environmental Network Tim D�Ombrain � Ballarat Environmental Network Simon Birril / Roger Hartley � Otway Ranges Env. Network Joan Lindross � Geelong Environment Council Reg Plorahams � Wathaurong Aboriginal Group Bev Tilley � Geelong Implementation Committee David Curry � Greening Australia Marianne Schraeker � Ballarat Environment Network Tim D�Ombrain � Ballarat Environment Network



iv

Mega-community Component People interviewed*

Urban populations

Geelong Ballarat

No personal interviews. Information obtained from ABS services

Tourism Tourism managers � public and private sector Tourism developers

Debbie Frizon � Colac Information Centre Kelly Miller � Apollo Bay Information Centre Stephanie Syme � Cape Otway Lighthouse Joy Evans � Johanna, Tourism Board / Forestry Forum Chris Rinertson � Eco Tours Apollo Bay Georgina Wheder � Colac Shire Jeanette Horsley � Ballarat Visitors Centre Mark McCallum � Aussie Mates

* This list includes the 25 people interviewed between the 22 and 26 June 2002 to collect data for the Demographics Report. Information they provided was also analysed for this report.



v

Annex B

Telephone questionnaire

Telephone questionnaire

– peri-urban residents; coastal residents; Otway residents Respondent Name: __________________________________

Male Female Nearest town __________________

Occupation _____________________________________________________________ Q 1 (focuses on current behaviour). 1a. How long have you been living in the area? _______________________________ 1b Do you work locally? (within 25 km of your home)_________________________ 1c. What, if any actions or changes have you made to where or how you live in order to make a difference to the natural environment (eg water conservation; changes to garden plant species and watering regimes; car pool, joined an ethics group). ________________________________________________________________________________________________________________________________________________________________________________________________________________________ Q 2 Focus on feelings of stress 2a How do you feel about the future of your local area? What rank would you give it ?

Very worried 1 2 3 4 5 6 7 8 9 10 Very confident. Reasons (for extreme views 1-2 and 9-10). _____________________________________ ________________________________________________________________________ 2b. Do you think your environment is improving or deteriorating? What rank would you give it?

Sharply deteriorating 1 2 3 4 5 6 7 8 9 10 Considerable improvement. Reasons for extreme views (1..2 and 9..10).____________________________________



vi

________________________________________________________________________ Q 3 Focuses on problem-based knowledge 3a. What do you believe to be the three most significant environmental issues in your local area? 3b How do you see that these will be solved? 3c. What are you doing about addressing the three key issues you have identified? Issues How will they be solved What are you doing about them 1. 2. 3.

3d How well do you feel the district going in managing these three issues Issue 1_________________ Very poor 1_____________5 Very Good Issue 2 _________________ Very poor 1_____________5 Very Good Issue 3 _________________ Very poor 1_____________5 Very Good 3e. How well do you thing the region is performing in the following areas? Environment sustainability very poor 1 __________5 very good Diverse range of industries very poor 1 __________5 very good Economic viability very poor 1 __________5 very good Community wellbeing very poor 1 __________5 very good 3f. If there was one key area that government funds should be invested in to make a difference to your local environment, what would that be? (Could be creating habitats; vegetation management, coastal management, population management, property development��..) ________________________________________________________________________________________________________________________________________________________________________________________________________________________ 3g. What would you find most helpful in supporting your own efforts in looking after your local environment? ________________________________________________________________________________________________________________________________________________________________________________________________________________________



vii

Q 4 Focuses on attitudes as a resident. 4a. How does you local environment affect you? What are the good and bad features that affect you? ________________________________________________________________________________________________________________________________________________ 4b What is the one feature of the local environment that you like the most? ________________________________________________________________________________________________________________________________________________ 4c What is the one feature of the local environment that you like the least? ________________________________________________________________________________________________________________________________________________ Q 5 Focuses on preparedness to act What actions do you think you might undertake over the next two years in order to make a difference to your local environment? ________________________________________________________________________________________________________________________________________________ Q 6 Focuses on values 6a. If you could picture your home area (district or town) in 20 years time, what you like it to look like? ________________________________________________________________________________________________________________________________________________ 6b Where would you place yourself on these two scales? I value the environment for what it can provide for me - 1 2 3 4 5 6 7 - I value the environment in its own right.



viii

Annex C

Questionnaire used in personal interviews

1. Introduction � describe purpose of project (from letter being sent to interviewees) 2. Determine the perspective offered by the interviewee � are they speaking on their own

behalf as an individual, or as a representative of an organisation? 3. Ask Qs 2, 3, 5 and 6 from the telephone survey? 4. From the point of view of your organisation�s charter/role/responsibilities, what are

the current challenges and opportunities ? How should they be addressed and who by? Where does natural resource management fit in this? How should NRM needs be addressed And who by?

5. What NRM activities have you/your organisation been involved in? What is the level

of your involvement? What for you have been the highlights and lowlights of that involvement? If yes, go to Q6, if no, go to Q7.

6. Have you changed any aspect of your organisation�s activities as a result of your

involvement in natural resource management? If so, what and why? If not, any reason?

7. Have you been involved in CCMA activities � if yes, go to Q8. If no, go to Q9. 8. Describe the nature of your involvement in CCMA activities? Describe highlights and

lowlights? How does your involvement in CCMA activities rate compare to other programs/activities you have been involved? What are the strengths and weaknesses?

9. How do you see your organisation/ industry developing over the next 10 years in your

area? What will you be doing differently in 10 years time? 8. Where would you like to see investment in natural resource management going to? In

short, what will give the �biggest bang for the buck� over the next 5 to 10 years?



ix

Annex D

Letter to telephone interviewees

Dear Resident,

Your views on the natural environment in your area

The Corangamite Catchment Management Authority has commissioned URS Australia to find out how the region�s people view their natural environment. The purpose is to help the Authority target its efforts into areas that will be of more benefit to the region�s environment, its industries and its people. To get a balanced and thorough picture of how the people in your region feel about the natural environment and its management, URS needs to speak individually to a lot of the people living and working in the region. We are inviting you to assist in completing a short telephone questionnaire as one of 150 households selected at random from people living in the more closely settled parts of the region. URS will make contact with you over the next three weeks to do the questionnaire. The telephone survey consists of 6 questions and will take about 15 minutes of your time. It will seek your views on the following issues:

• Regional economic, social and environmental health; • the quality of the natural environment in your area; • environmental issues of importance to you, and • what can be done about them.

Your answers will be treated as strictly confidential. All information will be analysed and collated before it goes to the Corangamite Catchment Management Authority and under no circumstances will individuals we have spoken to be identified. URS will telephone you at some time during the month of July, 2002. This is a chance to have your say � and URS look forward to speaking to you soon. Yours faithfully Don Burnside Principal Consultant Natural Resource Management Group URS Australia

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