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Quantifying the Influence Path of Water Conservation Awareness on Water-Saving Irrigation Behavior Based on the Theory of Planned Behavior and Structural Equation Modeling: A Case Study from Northwest China

Author

Listed:
  • Fanglei Zhong

    (School of Economics, Lanzhou University, Lanzhou 730000, China)

  • Lili Li

    (School of Economics, Lanzhou University, Lanzhou 730000, China)

  • Aijun Guo

    (School of Economics, Lanzhou University, Lanzhou 730000, China)

  • Xiaoyu Song

    (Northwest Institute of Eco-Environment and Resources, Chinese Academy of Sciences, Lanzhou 730000, China)

  • Qingping Cheng

    (Northwest Institute of Eco-Environment and Resources, Chinese Academy of Sciences, Lanzhou 730000, China
    University of Chinese Academy of Sciences, Beijing 100049, China)

  • Yongnian Zhang

    (School of Economics, Lanzhou University, Lanzhou 730000, China)

  • Xiaojiang Ding

    (School of Economics, Lanzhou University, Lanzhou 730000, China)

Abstract

Water-saving irrigation behavior (WSIB) is important for sustainable economic and social development in river basins and is promoted by improving water-saving awareness. Understanding the factors of WSIB could facilitate water demand management and information campaigns. Using the theory of planned behavior, this paper analyzes the influence of subjective attitude, perceived behavioral control and subjective norms on behavioral intention and final behavior with a structural equation model (SEM). Moreover, comparative study of the upper, middle and lower reaches of a river basin is also carried out to examine the regional differences. A survey of 546 rural residents in Heihe River Basin (HRB), which is located in northwest China, shows that (1) water-saving expectations and subjective norms have a significant impact on WSIB in upstream areas, and perceived behavioral control and subjective norms have positive effects in the middle and lower reaches; (2) the transformation of awareness into WSIB is slow and non-significant in all areas, mainly hindered by expected economic benefits; and (3) family water-saving experiences and social networks promote WSIB in the midstream and downstream areas. Compared with the midstream and downstream reaches, historical water-saving experience has no obvious effect on WSIB in the upper reaches. These findings highlight policies that (1) strengthen economic interests and increase the transformation of water-saving awareness into WSIB; (2) strengthen public awareness and neighborhood interaction, setting good examples to promote WSIB; and (3) increase farmer participation in relevant decision-making.

Suggested Citation

  • Fanglei Zhong & Lili Li & Aijun Guo & Xiaoyu Song & Qingping Cheng & Yongnian Zhang & Xiaojiang Ding, 2019. "Quantifying the Influence Path of Water Conservation Awareness on Water-Saving Irrigation Behavior Based on the Theory of Planned Behavior and Structural Equation Modeling: A Case Study from Northwest," Sustainability, MDPI, vol. 11(18), pages 1-16, September.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:18:p:4967-:d:266338
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    References listed on IDEAS

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    Cited by:

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    3. Fan, Shengyue & He, Miao & Zhang, Tianyu & Huo, Yajing & Fan, Di, 2022. "Credibility measurement as a tool for conserving nature: Chinese herders’ livelihood capitals and payment for grassland ecosystem services," Land Use Policy, Elsevier, vol. 115(C).
    4. Pereira Lima, Flávia & Pereira Bastos, Rogério, 2020. "Understanding landowners’ intention to restore native areas: The role of ecosystem services," Ecosystem Services, Elsevier, vol. 44(C).

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