title: Water conservation behavior in Australia.
abstract: Ensuring a nation's long term water supply requires the use of both supply-sided approaches such as water augmentation through water recycling, and demand-sided approaches such as water conservation. Conservation behavior can only be increased if the key drivers of such behavior are understood. The aim of this study is to reveal the main drivers from a comprehensive pool of hypothesized factors. An empirical study was conducted with 3094 Australians. Data was analyzed using multivariate linear regression analysis and decision trees to determine which factors best predict self-reported water conservation behavior. Two key factors emerge: high level of pro-environmental behavior; and pro-actively seeking out information about water. A number of less influential factors are also revealed. Public communication strategy implications are derived.
authors.affiliation: Institute for Innovation in Business and Social Research, School of Management & Marketing, University of Wollongong, Northfields Ave., Wollongong, NSW 2522, Australia. sara_dolnicar@uow.edu.au
authors.forename: Sara
authors.initials: S
authors.lastname: Dolnicar
authors.forename: Anna
authors.initials: A
authors.lastname: Hurlimann
authors.forename: Bettina
authors.initials: B
authors.lastname: Grün
mesh_terms: D001290:Attitude; D003247:Conservation of Natural Resources / Q000379:methods*; D003625:Data Collection; D006801:Humans; D016014:Linear Models; D009042:Motivation; D012959:Socioeconomic Factors; D011795:Surveys and Questionnaires; D014867:Water; D014881:Water Supply / Q000592:standards
chemical_list: D014867:Water