Water conservation is vital to safeguard future water availability when natural resources like water become extremely scarce. It is fundamental to understand the significant determinants of water conservation activities which can also facilitate the implementation of appropriate policies for water demand management. Thus, the goal of this study was to determine the important social, psychological, and behavioral factors of water conservation behavior. A questionnaire survey was used to collect the data from 625 international students and employees from different universities in Japan. The structural equation modeling demonstrated that the proposed model explained 46% of the variation in water conservation behavior. Awareness of water issues was highly related to attitude, responsibility, and culture. Except for culture, attitude and responsibility were significantly connected with emotion. Finally, emotion, habit, culture and involvement were significantly and positively associated with water conservation behavior. These factors are incorporated for the first time in this study into a single model to better understand individual water conservation behavior. The sequential regression model showed that all determinants including demographic factors raised the variation's proportion by 53% in water conservation. Female participants had a significantly higher positive attitude, emotion, and water conservation behavior than male participants. Older participants exhibited higher levels of awareness, habit, culture, and water conservation behavior when compared to younger people. Lastly, participants believed that the most dominant component in water conservation behavior was the awareness of water issues. These findings could assist policymakers in raising household awareness, accountability, and involvement towards water conservation efforts.
Keywords: Attitude; Awareness; Conservation; Culture; Emotion; Water.
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