Factors Influencing Rural Women’s Household Water Conservation Intention and Behaviors: An Integrated Model

Document Type : Research Paper

Authors

1 Ph.D. Student of Sustainable Agriculture Extension and Education, Department of Agricultural Extension and Education, Faculty of Agriculture, Bu-Ali Sina University, Hamedan, Iran

2 Associate Professor., Department of Agricultural Extension and Education, Faculty of Agriculture, Bu-Ali Sina University, Hamedan, Iran

10.30473/ee.2025.70542.2712

Abstract

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.

Keywords

Main Subjects

References

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Journals of Environmental Education and Sustainable Development
Volume 14, Issue 1
October 2025
Pages 81-104

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