Integrating the Theory of Planned Behavior and Motivation to Explore Residential Water-Saving Behaviors

Water scarcity in the United States needs to be addressed with demand- and supply-side initiatives. Yet, water is often provided for a low cost to households in residential areas that have the potential to reduce water consumption. The theory of planned behavior (TpB) is a social science theory used to understand why volitional conservation behaviors, including water conservation, are performed by consumers. Additional predictors are included in TpB in water literature, and motivations for behavioral actions may help further explain residential water conservation behavior. This study sought to determine whether TpB and motivation predicted residential water conservation behavior. Data were collected with an online survey (n = 907) in September 2022 from residents of Florida, Georgia, and Alabama using non-probability opt-in quota sampling. The data were analyzed in R using the lavaan package. The results indicate that there was a significant direct effect of attitude and subjective norms on intention. There was a significant direct effect of intention on behavior. There was a significant negative direct effect of extrinsic motivation on behavior. Mediation was present in the model with intrinsic motivation. Perhaps the respondents had not thought about rewards or punishments in the context of water conservation because of the availability of water at a low cost and therefore were not extrinsically motivated to conserve water.