The cognitive and behavioral processes of water conservation among farmers: the role of responsibility and awareness

The conservation of water resources is considered a major approach to managing water demand in the agricultural sector and achieving sustainable development. To disseminate water conservation behaviors at the farming community level, it is necessary to understand the cognitive processes involved in their formation. This research used a new version of the theory of planned behavior (TPB), extended by adding the variables of awareness of desirable/undesirable consequences of conservation/non-conservation behaviors and responsibility for the protection of water resources, to determine Iranian farmers' water conservation behaviors. A sample of 361 farmers was taken by multi-stage cluster randomization. Data were collected using the survey method by filling out a structured questionnaire in face-to-face interviews with the farmers. The face and content validity of the questionnaire was confirmed by a panel of experts and its reliability was checked by conducting a pilot study and calculating Cronbach's alpha coefficient. The results showed that the extended TPB significantly improved the prediction of farmers' water conservation behaviors versus the original TPB (an improvement of 18%). Furthermore, the variable of the awareness of consequences played a vital role in the extended TPB due to its effect on forming pro-environmental attitudes and accepting responsibility for water resources. The variable of responsibility also turned out to be significantly effective in strengthening farmers' intentions to exhibit water conservation behaviors. The effects of farmers' attitudes, perceived behavioral control, and social norms on their intention to manage water resources were significant. The results can help water resources management policymakers and planners protect water resources by using the water demand and consumption management approach in the agricultural sector.