Intention to Conserve Water: Environmental Values, Planned Behavior, and Information Effects. A Comparison of Three Communities Sharing a Watershed

Abstract

This article examines a set of constructs underlying water conservation behavior in three distinct communities located in the California± Nevada T ruckee River W atershed. Using the theory of planned behavior as a theoretical base, we focus on the additional explanatory power of environmental values and information. T he analysis, based on 733 telephone interviews, indicates that signi® cant differences in these variables do not appear across the communities. An analysis of the full watershed shows that the theory of planned behavior does a good job of accounting for intention to conserve water. Environmental values and information effects demonstrate signi® cant but weak effects. Interpretation of the results suggests that conservation promoters should understand the power of audience information seeking and direct behavior change efforts at improving self-ef® cacy to conserve water.

Using the Theory of Planned Behavior to Encourage Water Conservation among Extensin Clients

“…Attitude toward water conservation refers to the degree to which a resident has a positive or negative evaluation of water conservation behaviors (Ajzen, 1991;Armitage & Conner, 2001;Trumbo & O'Keefe, 2001). Willis, Stewart, Panuwatwanich, Williams, and Hollingsworth (2011) found residents who had very positive water conservation and environmental attitudes saved more water than those with moderately positive attitudes.…”

“…Subjective norms are the general social pressure an individual perceives to perform or not perform a specific behavior such as conserving water (Ajzen, 1988;1991;Trumbo & O'Keefe, 2001). Subjective norms are conceptualized as perceived approval or expectations of water conservation behavior felt externally (Ajzen, 1988;Armitage & Conner, 2001;Trumbo & O'Keefe, 2001). Schultz, Nolan, Cialdini, Goldstein, and Griskevicius (2007) found positive subjective norms promoted energy use reductions among individual households.…”

Factors influencing water conservation behavior among urban residents in China's arid areas

“…Hunter & Rinner, 2004;Trumbo & O'Keefe, 2001. The presentation of information regarding policies for building a water conservation society may have enhanced local residents' awareness of local water resources, the gap between water supply and demand, and the negative economic and ecological consequences associated with water shortages and water waste and may have increased residents' knowledge regarding their own ability to conserve water.…”

“…Sparks & Shepherd, 1992), water conservation (e.g. Trumbo & O'Keefe, 2001, risk information processing (e.g. Griffin et al, 1999) and health communication (e.g.…”

“…Trumbo & O'Keefe, 2001Corral-Verdugo et al, 2003, 2008. It is unclear whether attitude/behavior theories that are primarily derived from Western practices are appropriate for explaining water conservation behavior in the arid and semi-arid areas of developing countries.…”