Are you a water saver? Discovering people's water-saving intention by extending the theory of planned behavior.

Saving water is a common responsibility of all humanity, which is essential for achieving sustainable use of global water resources. The aim of this study is to discover the determinants of an individual's intention to save water. Based on the theory of planned behavior, a novel comprehensive framework has been developed by extending environmental concern, perceived risk, and information publicity. Partial least squares structural equation modeling was used to perform an empirical analysis with data from questionnaire of 265 residents in Jinan, the famous Chinese "Spring City". The findings indicate that residents have a strong environmental concern and water-saving intention with mean values of 6.78 and 6.67, respectively. Attitude and information publicity are the most important antecedents of water-saving intention, followed by subjective norms and perceived behavioral control. Environmental concern and perceived risk indirectly affect the intention to save water through attitude, subjective norms, and perceived behavioral control. The role of environmental concern is more important than the role of perceived risk. Interestingly, a high level of information publicity may strengthen the impact of attitude on water-saving intention but weaken the impact of perceived behavioral control. This study strongly supplements current knowledge on water-saving behavior. Moreover, these findings provide insights for policymakers to motivate people to save water.