Predicting Intentions to Conserve Water From the Theory of Planned Behavior, Perceived Moral Obligation, and Perceived Water Right1

Authors

  • San-Pui Lam

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    1. Institute of Public Affairs Management National Sun Yat-sen University Kaohsiung. Taiwan, ROC
      Correspondence concerning this article should be addressed to San-Pui Lam, Institute of Public Affairs Management, National Sun Yat-sen University, Kaohsiung 80424, Taiwan R.O.C. e-mail: sanpui@mail.nsysu.edu.tw.
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    This study was supported by Grant NSC84-241-H-110-001 from the National Science Council, Republic of China. The author thanks Larry Steinrauf and two anonymous reviewers for their helpful comments.

Correspondence concerning this article should be addressed to San-Pui Lam, Institute of Public Affairs Management, National Sun Yat-sen University, Kaohsiung 80424, Taiwan R.O.C. e-mail: sanpui@mail.nsysu.edu.tw.

Abstract

This study tested the explanatory power of Ajzen's (1991) theory of planned behavior (TPB), and a modified TPB model including perceived moral obligation (PMO) and perceived water right (PWR), to predict people's intentions to conserve water. The study had 244 government employees who participated. The TPB variables improved the prediction of intention to use less water, but were less successful in predicting intention to install water-efficient appliances. A significant interaction was found between attitude and subjective norm, suggesting that past studies have overlooked moderating effects in the TPB model. In addition to the TPB variables, PWR further improved the prediction of intention to install water-efficient appliances. Results also suggest that water-saving procedures should be differentiated into curtailment and efficiency procedures.

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