Abstract

Amid escalating global drought concerns and the imperative of water-saving practices, this 2022 methodological study in the southwest and central regions of Iran, involving 287 participants, employed structural equation modeling to investigate correlates of pro-water conservation behaviors using a validated TPB questionnaire. Findings revealed that attitudes positively influenced intentions (p < 0.05), subjective norms had dual effects on intentions and perceived control (p < 0.05), and perceived behavioral control positively impacted both intentions and behavior (p < 0.05), yet intentions did not significantly predict behavior (p > 0.05). Confirmatory factor analysis demonstrated favorable fit indices for TPB (CMin/df = 1.59, RMSEA = 0.04, CFI = 0.96, TLI = 0.95) and SEM models (CMin/df = 1.58, RMSEA = 0.04, CFI = 0.92, TLI = 0.91), reaffirming the model's validity. The Theory of Planned Behavior offers a potent framework for shaping water-conservation efforts, emphasizing attitudes, subjective norms, and perceived control. Further research is needed to gain a deeper understanding of the disparities that may exist between intentions and actual behaviors in conserving water.