Influences of Problem Awareness, Awareness of Consequences and Ascription of Responsibility on Consumer's Personal Norm to Prevent Water Wastage Behavior

The issue of consumer water wastage is a serious in Malaysia. A reason for behavior, particularly Penang state, may be because public good and the population enjoys paying low price this natural resource. Wastage reflects not only population's unsustainable behavior; it also difficult position faced by providers managing nation's increasing demand related costs. aim study to identify whether problem awareness (PA), consequences (AC) ascription responsibility (AR) influence an individual's personal norm (PN) preventing behavior as theorized activation model (NAM). NAM popular theory applied researchers investigation individual pro-environmentalist behaviors. distributed total 500 questionnaires online managed collect 262 usable responses. respondents were mainly from Malaysian households who pay they consume. According NAM, all moral norms factors (PA, AC, AR) are proposed norm. This treats proxy variable consumer's pro-environmental (water prevention). Results Partial Least Square-Structural Equation Modelling (PLS-SEM) analyses show significant relations consumers' three obliged tested. In addition, AC influences AR. From these findings, government will obtain insights into how household consumers have developed their on prevention behavior. It now known that obligations, including awareness, responsibility, play important roles shaping terms wastage. insights, state governments like Perbadanan Bekalan Air Pulau Pinang could use obligations when planning educational campaigns at large accept changing better.