How can socio-psychological factors be related to water-efficiency intention and behaviors among Iranian residential water consumers?

Water security while facing a growing water demand and decreasing supply has become a vital issue in urban areas, especially in arid and semi-arid regions. Considering households' potential for significant water saving, residential water conservation has become the main component of the future sustainable water supply. To encourage households to engage in water conservation behaviors voluntarily, it is crucial to recognize and consider the socio-psychological factors influencing acceptance of such behaviors, including intention, normative aspects, and so on, because it can lead to the implementation of effective policies in urban water demand management. The main goal of the current research was to investigate the prerequisites and determinants of household water-efficiency intention and behaviors among Iranian citizens. To that end, the current research was based on the theory of planned behavior (TPB) and extended TPB by adding three new variables: moral norm, perceived risk, and familiarity to the theoretical framework. A questionnaire survey method (N = 820) was used to collect data from Tehran citizens. Structural equation modeling revealed that intention to adopt water-efficiency behaviors was predicted by attitude, perceived behavioral control (the most potent predictor), moral norm, perceived risk, and familiarity. Water-efficiency behaviors were predicted by intention, perceived behavioral control, and familiarity (the strongest determinant). Perceived risk was also a substantial determinant for attitude and moral norm. The findings indicated that both TPB and extended TPB frameworks are useful and practical tools for explaining the relationship between socio-psychological factors and water-efficiency intention and behaviors. Moreover, after the inclusion of the three new variables of moral norm, perceived risk, and familiarity in the original TPB, its predictive power for intention and behaviors increased up to 9% and 21%, respectively. According to the results, implications for improving and promoting water-efficiency intention and behaviors among households and suggestions for relevant future studies are proposed.