Abstract

This research investigates the effects of habit, perceived risk, religious norms, and behavioral intent on consumers’ water conservation behavior in addition to the basic variables of the Theory of Planned Behavior which are attitude, perceived behavioral control, subjective norms, and behavioral intention. We also examine the moderating role of information publicity in the context of individuals’ and households’ water conservation behavior: The study employed a quantitative survey research method. An online self-administered questionnaire was used. An online survey was used to ask Tunisian citizens about their intentions and behaviors about water conservation. We used measurement scales that had previously been validated and considered reliable in previous studies. The conceptual model and research hypotheses were tested through exploratory and confirmatory analyses. The findings highlight that behavioral intention toward water conservation is directly influenced by attitude, subjective norms, perceived behavioral control, and habit. However, we found that religious values have little bearing on behavioral intention. The results further confirmed that information publicity had a moderating effect on the associations between attitude and behavioral intention. The research offers empirical evidence on the influence of several psychological and social factors on the adoption of water conservation behavior. The results provide insightful information that helps scholars, decision-makers, and marketers comprehend the significance of the psychological and social factors that influence people to adopt water-saving behaviors and practices. Additionally, it provides significant recommendations for governments and organizations to encourage and educate consumers to modify their water wasting habits and practice conservation.

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