Amplifying the Theory of Planned behavior with connectedness to water to inform impactful water conservation program planning and evaluation
2021
Warner, Laura A. | Diaz, John M.
The purpose was to examine whether connectedness to water could improve the predictive power of the Theory of Planned Behavior on outdoor water conservation intentions. We adapted the well-established Connectedness to Nature Scale to measure connectedness to water. Using quantitative survey data from 3,596 residents, we used multiple regression to examine relationships between the connectedness to water construct and Theory of Planned Behavior variables. Connectedness to water increased the predictive power of the Theory of Planned Behavior and importantly, exceeded the predictive power of any of the theory’s individual variables. An improved understanding of factors relate to water conservation intentions provides new insight into outdoor water use. Connectedness to water may support engagement in many environmentally responsible behaviors. This construct represents a potential impact for water conservation programs in household and agricultural contexts, and potential evaluation tool. Program planners and evaluators may use the new scale a valuable tool for developing reasonable activities and objectives as well as evaluating outcomes of water conservation education programs. Viewed through the lens of the Theory of Planned Behavior, an understanding of people’s emotional connections to water explains intentions to protect water better than attitude, perceived behavioral control, or subjective norms. Connectedness to water may also provide a valuable measure of attitudinal centrality. This is the first study to examine connectedness to water in any conservation context.
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