UNDERSTANDING WATER SAVING BEHAVIOR AMONG SUB- URBAN HOUSEHOLDS IN PENANG, MALAYSIA

Abstract

Access to clean water is essential to ensure good health and is considered a basic human right. As the largest sector and social group, households have very high-water consumption needs. Understanding household water-saving behavior can provide important foresight to predict future population water-saving characteristics. This work aims to identify the factors that may influence households’ water-saving behavior. This study proposed an extended use of the Theory of Reasoned Action, consisting of three variables: attitudes, social norms, and awareness. Household income and household numbers were also measured in this model. Using data collected from 200 valid questionnaires from sub-urban areas in Seberang Prai Utara, Penang, this study found awareness (b=0.372; p<0.05) as the factor that influences household water- saving behavior. Attitudes and social norms were shown to have a positive but insignificant relationship. Based on what emerges from the analysis, the work can be understood as a useful tool for scholars and practitioners, suggesting theoretical and managerial implications. This study contributes to the enrichment of scientific literature related to the factors involving individual choices. It also helps maximize the success of the water management sector by highlighting the levers to be actioned to improve demand-side water management performances.