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Exploring the mediating role of water conservation desire between various factors and water conservation behavior intention helps to explore the formation mechanism of pro-environmental behavior intention. Drawing on the Model of Goal-directed Behavior and taking Hangzhou as a sample, we analyzed the influence of water conservation desire together with other factors on the water conservation behavior intention of Chinese urban households. Water conservation desire was proved to transmit the effects of other factors on water conservation behavior intention. This study showed that perceived behavior control and water conservation desire have the strongest effects on water conservation intention. Moreover, the emotional process was proved to be equally important as the motivational process for activating water conservation desire. This study provides valuable insights on how normative, emotional, and habitual processes relate to the urban household pro-environmental behavioral intentions.

Factors influencing the water conservation desire and behavior intention of urban households: a survey study in Hangzhou, China