Psychosocial determinants of household adoption of water-efficiency behaviors in Tehran capital, Iran: Application of the social cognitive theory

Abstract Urban settings are particularly vulnerable to water scarcity, where ensuring future water security has become a critical challenge for water utility managers, especially in semi-arid and arid areas. Residential water conservation behaviors are of paramount importance to meet water security in urban areas. However, promoting residential water conservation behaviors among urban households is greatly dependent on their voluntary acceptance and involvement. Hence, exploring the psychosocial factors that underlie residential water conservation behaviors plays a substantial role in devising interventional practices aimed at households' behavioral changes. The present study was conducted by using the social cognitive theory aimed to understand the psychosocial determinants that underlie the household adoption of water-efficiency behaviors in Tehran capital, Iran. Data were collected using a cross-sectional survey method (N = 820) among Tehran's households. The key results of structural equation modeling were: (1) The social cognitive theory framework accounted for 61% and 41% of the variance of behavioral intentions and behaviors, respectively; (2) Self-efficacy was the most potent determinant of behavioral intentions while behavioral intentions were the strongest predictor of behaviors; (3) Self-efficacy and outcome expectancies had indirect significant effects on behaviors. Based on the findings, several policy implications were proposed to policymakers to promote residential water-efficiency behaviors.