Abstract
As water crises become severe, the desire to explore alternative strategies that focus on the demand-side of water-conservation increase. Changing behaviour through persuasion (message framing) can be an integral part of providing water demand solutions. In this study, we examined the effectiveness of messages related to household water use on water scarcity and intentions to act. We tested whether relationships between communication and water conservation were mediated via increasing capability, opportunity, and motivation behaviour (COM-B dimensions). We applied two message types related to concern about severe water scarcity and conservation strategies to the behaviour change conditions in two combinations: (1) severe water scarcity and water-saving tips/strategies, and (2) severe water scarcity and no water-saving tips/strategies. There was broad support for the hypothesis that COM-B dimensions would mediate the effect of message type on water scarcity concern and intentions to act in conservation activities. Households that received the message framed in terms of water-saving tips/strategies expressed greater water scarcity concern and higher intention to act than those that received the no water-saving tips/strategies message. Mediation analyses showed that the message framed in terms of specific water-saving tips/strategies was mediated by increasing households’ capacity (self-efficacy), opportunity and/or motivation in water-conservation actions. Thus, specific water-conservation strategies made available to households have a stronger impact on water-conservation behaviour because these messages appeal to behavioural change conditions.
Highlights
Water security is important in highly variable, unpredictable water environments where demand for this resource is increasing
As water security has become important in ensuring sustainable local water sources, providing specific water-conservation messages may be important for behavioural change
We have shown that COM-B dimensions mediate the effects of water-conservation messages on water scarcity concern
Summary
Water security is important in highly variable, unpredictable water environments where demand for this resource is increasing. Factors contributing to the risk of water security for households include population growth, industrial growth, and the unpredictability of water supply. A greater frequency in water crises increases the importance of strategies that address water demand (demand-side) in water management and planning (Gober et al 2010; Fielding et al 2012). Demand-side strategies are measures or initiatives that result in a reduction in the expected water use or the demand for water by resource providers (e.g. a utility) as part of an overall corporate-planning and capital-investment process (Stiles 1996). Most demand-side strategies adopted by water utilities focus on water use efficiency, water supply restrictions, and regulations with consequences as a means of controlling water use (Bemelmans-Videc et al 2011; Farley and Bremer 2017).
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