Beliefs, Attitudes, Subjective Rules and Perceived Control about Water Saving Behavior

Water scarcity in Brazil is a reality. Residences in various parts of the country have gone through water rationing through the past years. The Theory of Planned Behavior (TPB) is formed by beliefs, attitudes, subjective norms, perceived control and behavioral intentions in relation to a specific behavior. This theory seeks to identify individuals′ behavioral intentions and, consequently, predict peoples′ behavior. This study aimed to identify the beliefs and attitude components, social norms and perceived control in relation to the behavior of saving water. Twenty-six interviews were supported by a questionnaire related to TPB components. The obtained results indicated the attitudes in terms of saving water are related to economic advantages, in financial terms from cheaper water bills. In addition, there is an advantage to society in the future about the water availability for human use, as well as avoiding rationing and preserving a natural resource that is becoming scarce. Regarding to saving water problems, the need to change habits and the possibility of places and belongings getting dirtier over time has been described. The social norms are current present in the family figure, friends and neighbors mainly. In the case of perceived control, changes of habits, government campaigns and even the client - among other factors - were considered as factors that help or hinder individuals trying to save water.