Psychosocial and Behavioural Factors Associated with Intention to Save Water Around the Home: A Greek Case Study

As potable water becomes an increasingly scarce resource, its conservation has become a high priority around the world. This paper investigates psychosocial and behavioural factors influencing consumers’ intention to engage in everyday water saving actions around the home. A web-based survey was used to collect data from 174 individuals in Greece. An extended theory of planned behaviour perspective was used to model intention to engage in water saving actions around the home. Research hypotheses were constructed regarding the influence of attitudes, subjective norms, perceived behavioural control, information exposure and current engagement in water saving actions. Engagement in water saving behaviour, and active engagement with information on water conservation, predicted intention to save water; however, mere exposure to information was not implicated. Subjective norms and perceptions of control predicted intention to save water but attitudes towards saving water did not