What factors affect the water saving behaviors of farmers in the Loess Hilly Region of China?

Water shortage has become one of the most serious challenges faced by humans. Thus, improving water use behaviors and saving water are critical. In this paper, based on the extended Value-Belief-Norm (VBN) theory, we used the structural equation model and the survey data of 558 households in the Loess Hilly Region to analyze the key factors affecting water saving behaviors of farmers. The domestic water consumption of farmers in Loess Hilly Region is mainly for diet and personal hygiene. The water-saving behaviors of farmers are significantly affected by their willingness, knowledge and age. Personal habits, policy incentives, egocentric values and biospheric values indirectly affect the willingness to save water by acting on personal water-saving norms. Gender and annual household income also have a significant impact on water-saving willingness of farmers. The estimation results of multi-group structural equation model and full-sample structural equation model are generally consistent, and there are significant differences in the influence of gender and water source adjustment variables on water-saving behaviors among different hypothetical paths. Among them, female, cellar water and well water groups have the greater impact on water-saving behaviors. These results provide references for policy makers to formulate effective rural water-saving strategies. Policymakers should strengthen the propagandize of water-saving knowledge and skills, popularize knowledge about water resources and ecological environment changes, encourage farmers to develop good water use habits, and actively promote the subsidy system for water-saving appliances. Then they should establish a supervision and management mechanism of water resources to stimulate farmers to save water, which realize the sustainable use of local water resources.