No abstract

A field study assessed the role of social value orientation (SVO) and identification with the local community on water conservation behavior in Italy. Participants (N = 758) completed a self‐reported questionnaire, during summer and Easter time. It was expected that SVO and local identification would affect cooperation in conserving water resources. Consistent with the hypotheses, the highest levels of voluntary cooperation were detected among prosocial persons with high local identity, while the lowest levels of cooperation were detected among proself persons with low local identity. Other factors (e.g., perception of local authority's legitimacy, place of residence, severity of water scarcity condition) did not affect the hypothesized interaction. The theoretical and practical implications of the findings are discussed.