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