An Evolutionary Approach to Explaining Water Conservation Behavior

Conservation psychology models include certain personal characteristics, experiences, attitudes and beliefs as predictors of conservation. We propose that a concept from evolutionary psychology, called the K-Factor, may provide the theoretical groundwork for a unifying theory of proenvironmental behavior, incorporating and connecting many predictors from existing conservation literature. The K-Factor is a multivariate composite of behaviors that converge in a manner consistent with predictions from Life-History Theory. This application of life-history theory taps into human subconscious motivation for these convergent behaviors. We believe this theoretical construct might help conservation researchers understand why some people are more receptive than others to conservation efforts. We tested the relation between the K-Factor and water conservation behavior by measuring both the K-Factor and personal water usage from 186 homes in a water-scarce Mexican city. Personal water usage was positively correlated to the K-Factor. Implications for water policy and suggestions for future studies are discussed. Key-words: Water Conservation, Life History Strategy, Proenvironmental Behavior, Conspicuous Consumption. Una aproximación evolucionista a la explicación de la conducta de cuidado del agua