Behavioral intention to relocate and strategic communication preferences of households along the West Valley Fault in Barangay Pembo, Makati City

Date

2018

Abstract

Guided by the Theory of Planned Behavior (TPB), this study sought to analyze the factors that influence the behavioral intention of the households along the West Valley Fault in Barangay Pembo, Makati City to relocate and their preferred communication strategies. Specifically, it aimed to: 1) describe the socio-demographic profile of the households whose properties are transected by and located within the 5-meter zone of avoidance from the West Valley Fault; 2) evaluate the factors that determine their behavioral intention to relocate; 3) identify their strategic communication preferences in terms of core messages, approaches, methods, and channels; and 4) analyze their behavioral intention to relocate toward the design of audience-driven communication strategies. Using the survey research design, a standardized questionnaire was administered to 77 respondents. The relationships of socio-demographic profile and determinant factors to behavioral intention were quantitatively described and correlated. In addition, communication preferences were ranked and qualitatively correlated with behavioral intention. The respondents were mostly children and grandchildren of the owners, largely female, with ages between 55-64 years, and mostly married. They have at least reached college yet unemployed with a monthly income below PhP 22,000. Many of them have been residing in their present addresses on an average of 35 years with household size of five members and less. Most had high knowledge level; however, few were practicing disaster preparedness and intended to relocate after three years. Among the TPB variables, attitude and subjective norm significantly influenced their behavioral intention. This study found out that the respondents who have no intention to relocate preferred communication strategies that actually veer them away from the issue of relocation. They were inclined to core messages, approaches, methods and channels that promote information delivery rather than application of these information to relocation and other preventive actions. Essential findings were used to design a framework for a strategic communication plan for the local government to promote disaster prevention and proactive approach to DRR through relocation. This plan should focus on the significant factors that influence those who are less likely to relocate. Future researchers may want to determine additional factors and extend the study in other areas transected by the West Valley Fault.

Document Type

Master Thesis

Degree

Master of Development Communication

College

College of Development Communication (CDC)

Language

English

LC Subject

Risk communication -- Philippines; Faults (Geology) -- Philippines; Risk perception -- Philippines; Hazard mitigation -- Communication systems -- Government policy

Location

UPLB Main Library Special Collections Section (USCS)

DOI

https://koha-intra.uplb.edu.ph/cgi-bin/koha/catalogue/detail.pl?biblionumber=404072

En – AGROVOC descriptors

HUMAN BEHAVIOUR; HOUSEHOLDS; RISK MANAGEMENT; MIGRATION; RISK; PHILIPPINES; DIFFUSION OF INFORMATION

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