The impact of the water commonweal propaganda on citizens' water-saving behavior: the intermediary role of propaganda channels and forms – evidence from China

The water commonweal propaganda is an important measure to promote citizens’ water resource conservation and water-saving behavior. Based on Amos 21.0, this paper adopts structural equation models, through variable extraction and path construction, to explore the mechanisms of how water commonweal propaganda influences citizens' water-saving behavior. The research investigates the case of China's water commonweal propaganda. The results show that: (1) when the same propaganda forms and channels are adopted, the impact of different water commonweal propaganda content on citizens' water-saving behavior is significantly different; (2) with the same water commonweal propaganda content, different propaganda forms and channels have different impacts on citizens' water-saving behavior. Therefore, selecting appropriate propaganda forms and channels for the water commonweal propaganda can significantly improve their impact on citizens' water-saving behaviors. The research aims to provide theoretical support and practical basis for China's follow-up water commonweal propaganda.