Payame Noor University Journals of Environmental Education and Sustainable Development 2322-3057 14 1 2025 09 23 Factors Influencing Rural Women’s Household Water Conservation Intention and Behaviors: An Integrated Model Factors Influencing Rural Women’s Household Water Conservation Intention and Behaviors: An Integrated Model 81 104 12390 10.30473/ee.2025.70542.2712 FA Mahboobe Ataei Asad Ph.D. Student of Sustainable Agriculture Extension and Education, Department of Agricultural Extension and Education, Faculty of Agriculture, Bu-Ali Sina University, Hamedan, Iran Saeid Karimi Associate Professor., Department of Agricultural Extension and Education, Faculty of Agriculture, Bu-Ali Sina University, Hamedan, Iran Journal Article 2025 03 04 Environmentally friendly behaviors, such as water conservation, play a critical role in environmental sustainability and serve as a foundation for achieving the Sustainable Development Goals (SDGs) in every country. The present study aimed to examine the factors influencing rural women's intentions and behaviors regarding household water conservation. The research was based on an integrated model combining the Theory of Planned Behavior (TPB) and the Protection Motivation Theory (PMT).This study is applied in terms of purpose, survey-based in terms of data collection method, and descriptive in terms of data analysis approach. The statistical population consisted of rural women in the central district of Hamadan County (N = 750). Using a non-probability convenience sampling method, 230 individuals were selected as the study sample.Data were collected through a questionnaire whose content validity was confirmed by experts, and its reliability was assessed using Cronbach’s alpha, which was found to be within an acceptable range. Data analysis was conducted using SPSS version 27.0.1 and SmartPLS version 3.3.The results of structural equation modeling (SEM) showed that the variables in the integrated model—including attitude, subjective norms, self-efficacy, perceived severity, perceived risk, and perceived vulnerability—had significant relationships with the intention to conserve water. Moreover, intention was found to have a significant impact on actual water-saving behavior among rural women.This study provides valuable insights into understanding the intentions and behaviors of rural women regarding environmental protection—particularly water conservation—and offers practical implications for encouraging sustainable water use in rural communities. Environmentally friendly behaviors, such as water conservation, play a critical role in environmental sustainability and serve as a foundation for achieving the Sustainable Development Goals (SDGs) in every country. The present study aimed to examine the factors influencing rural women's intentions and behaviors regarding household water conservation. The research was based on an integrated model combining the Theory of Planned Behavior (TPB) and the Protection Motivation Theory (PMT).This study is applied in terms of purpose, survey-based in terms of data collection method, and descriptive in terms of data analysis approach. The statistical population consisted of rural women in the central district of Hamadan County (N = 750). Using a non-probability convenience sampling method, 230 individuals were selected as the study sample.Data were collected through a questionnaire whose content validity was confirmed by experts, and its reliability was assessed using Cronbach’s alpha, which was found to be within an acceptable range. Data analysis was conducted using SPSS version 27.0.1 and SmartPLS version 3.3.The results of structural equation modeling (SEM) showed that the variables in the integrated model—including attitude, subjective norms, self-efficacy, perceived severity, perceived risk, and perceived vulnerability—had significant relationships with the intention to conserve water. Moreover, intention was found to have a significant impact on actual water-saving behavior among rural women.This study provides valuable insights into understanding the intentions and behaviors of rural women regarding environmental protection—particularly water conservation—and offers practical implications for encouraging sustainable water use in rural communities. https://ee.journals.pnu.ac.ir/article_12390_83553fc5e408500688e88767e1a87f89.pdf