Aiming to help municipalities develop effective education and outreach campaigns to reduce stormwater pollutants, such as pet waste, this study applied the Health Belief Model (HBM) to identify perceptions of dog waste and corresponding collection behaviors from dog owners living in a small U.S. city. Results of 455 online survey responses strongly support the HBM, a well-established health communication theory, and provide evidence for helping municipalities develop dog waste reduction campaigns. These findings guide dog waste behavior change campaign strategies discussed at the end of the article, and point to HBM's potential application to other environmental issues.