Household behavioral intention, environmental habit and attitude related to efficient water management: an empirical analysis on pro-environmental behavior among urban residents

Abstract

The management of water utilities in urban contexts, which are particularly prone to water shortages and where future water security is of the utmost importance, has become a challenging task for the majority of municipal and regional planners. The present study attempts to evaluate how environmental knowledge and values influence possible pro-environmental behavior with respect to household water consumption behavior, attitudes, and habits among 500 (n=313) urban dwellers in an urban setting in Jiangsu Province, China. We adapted the Theory of Planned Behavior (TPB) to elucidate pro-environmental behaviors while exploratory factor and Spearman correlation analysis were applied to datasets elicited from respondents. The study establishes important positive correlations using Spearman's rank (r=0.50) based on the findings of our empirical analysis, which suggest that individuals with strong environmental values and rich environmental knowledge are more likely to exhibit behaviors, attitudes and habits that result in effective household water use and management. Additionally, based on the magnitude of the factor loadings, the key results from principal factor analysis were as follows: efficient household water consumption is contingent on fixing household leaks (0.73) and replacing old shower fixtures and water-using appliances (0.66). Nevertheless, China's water resources are insufficient and require efficient management (0.66), the quality of tap water supplies is compromised and cannot be trusted (0.66) and there has been little to no improvement in water quality and availability in the past 10 years in China (0.69). This research reinforces the role of knowledge in shaping behavior, and has policy effects and could serve as a benchmark for measures to reduce household water use.