Resident water conservation behaviors among different age groups in rural areas of the Weibei arid belt, China

Understanding water conservation behaviors across various age groups is crucial for developing effective water resource management strategies particularly in arid and semiarid zones. Based on a semi-structural questionnaire survey of 445 households in China's Weibei arid belt and extended Theory of Planned Behavior Model, a Structural Equation Model (SEM) was constructed to elucidate the age-related impact of water conservation knowledge, attitudes, subjective norms, and perceived control on water-saving behaviors. The results show that (1) youth group prioritizes personal hygiene and laundry activities whereas the elderly exhibit lower such requirements. (2) Water consumption varies significantly by age, with the elderly group consumes the least, averaging 62.26 L per capita per day (Lpcd), followed by the middle-aged group at 73.95 Lpcd, and the youth at the highest consumption rate of 84.60 Lpcd. (3) Influential factors on water conservation behavior differ substantially by age: Among the youth, water conservation behavior is strongly influenced by attitude in this domain (standardized path coefficient [SPC] = 0.32). The middle-aged group is influenced by subjective norms (SPC = 0.27) and attitudes toward water conservation (SPC = 0.27). Conversely, the elder group's behavior is dominated by knowledge (SPC = 0.35) and perceived control (SPC = 0.32). Given such distinct perceptions and behaviors of household water consumption, tailored water conservation strategies are essential of water conservation education through social media for youth, tiered pricing for the middle-aged, and water-saving subsidies to the elderly in the case areas. [Display omitted] •Water usage and conservation practice among ages and its effect factors are studied.•Youth group consumes more water and prioritizes personal hygiene and laundry, whereas the elderly exhibit less.•Age disparity of water conservation behaviours and affecting factors suggest tailored conservation strategies.•Educated youth, tiered pricing incentive of middle-aged group and water-saving subsidies of elder group are recommended.