Predicting intentions to conserve water from the theory of planned behavior, perceived moral obligation, and perceived water right

This study tested the explanatory power of Ajzen"s (1991) theory of planned behavior (TPB), and a modified TPB model including perceived moral obligat ion (PMO) and perceived water right (PWR), to predict people's intentions t o conserve water. The study had 244 government employees who participated. The TPB variables improved The prediction of intention to use less water, b ut were less successful in predicting intention to install water-efficient appliances. A significant interaction was found between attitude and subjec tive norm, suggesting that past studies have overlooked moderating effects in the TPB model. In addition to the TPB variables, PWR further improved th e prediction of intention to install water-efficient appliances. Results al so suggest that water-saving procedures should be differentiated into curta ilment and efficiency procedures.