Influence of Internet-Based Messages and Personal Motivations on Water-Use Decisions

This research investigates motives behind individual willingness to conserve water and if media messages can promote sustainable behaviors. Experiment 1 (n = 143) assessed water conservation motives after participants viewed a pro-conservation or neutral video. Disgust motivated refusing most sustainable water uses, especially for personal consumption. Experiment 2 (n = 591) examined the effectiveness of messages targeting underlying motives, and Experiment 3 (n = 152) examined the effect of pro-conservation media on willingness, intention, and behaviors regarding recycled water. Results suggest that pro-conservation messages can improve attitudes toward recycled water but not affect behaviors, thereby demonstrating limitations of correlational research.