WITHDRAWN: Influencing conservation: The role of socio-psychological factors on consumer water-saving intentions and practices

Abstract

Addressing the pressing issue of water scarcity, this research delves into the multifaceted factors that drive water conservation behaviors, pivotal for the sustainable management of this vital resource. By melding the Theory of Planned Behavior (TPB) with the Value-Belief-Norm (VBN) theory, the study introduces an integrative model that encompasses a range of determinants, including water-saving values, environmental regulations, and the emotional dimensions of water conservation. The study reveals that egocentric values, in tandem with perceived environmental regulations, indirectly shape water-saving intentions through their influence on attitudes, subjective norms, and perceived behavioral control. The role of positive emotions in bolstering the impact of social norms on water-saving intentions is also emphasized. This research not only enriches the understanding of the complex interplay between cognitive and emotional factors in water conservation but also provides critical guidance for policymakers seeking to foster sustainable water use among the populace. The findings advocate for a holistic approach that leverages both the head and the heart in promoting behaviors that can help secure water resources for future generations.